Publication detail

Stakeholder approach in marketing strategy

ŠMAKALOVÁ, P. ŠIMBEROVÁ, I.

Original Title

Stakeholder approach in marketing strategy

English Title

Stakeholder approach in marketing strategy

Type

journal article - other

Language

en

Original Abstract

Stakeholder approach has still gained greater popularity, especially in the last 15 years. We can mark a boarder socio - economic trends, affecting the business environment, as the reason of this access creation. This approach appears to be useful in many ways and its intense interest brings new possibilities to use. One of the possibilities is to use stakeholders approach in business activity for creating marketing strategy, which lies in the formulation for choosing correct stakeholder and build relationship with them and creating competitive advantage. In order to deal company with stakeholder through business activity was successful the companies should choose appropriate marketing strategy.

English abstract

Stakeholder approach has still gained greater popularity, especially in the last 15 years. We can mark a boarder socio - economic trends, affecting the business environment, as the reason of this access creation. This approach appears to be useful in many ways and its intense interest brings new possibilities to use. One of the possibilities is to use stakeholders approach in business activity for creating marketing strategy, which lies in the formulation for choosing correct stakeholder and build relationship with them and creating competitive advantage. In order to deal company with stakeholder through business activity was successful the companies should choose appropriate marketing strategy.

Keywords

stakeholders, stakeholder approach, marketing strategy, business activity, relationship marketing

RIV year

2011

Released

16.11.2011

Publisher

Mykolas Romerio Universitetas

Location

Litva, Vilnius

Pages from

135

Pages to

142

Pages count

7

BibTex


@article{BUT75364,
  author="Petra {Šmakalová} and Iveta {Šimberová}",
  title="Stakeholder approach in marketing strategy",
  annote="Stakeholder approach has still gained greater popularity, especially in the last 15 years.  We can mark a boarder socio - economic trends, affecting the business environment, as the reason of this access creation. This approach appears to be useful in many ways and its intense interest brings new possibilities to use. One of the possibilities is to use stakeholders approach in business activity for creating marketing strategy, which lies in the formulation for choosing correct stakeholder and build relationship with them and creating competitive advantage. In order to deal company with stakeholder through business activity was successful the companies should choose appropriate marketing strategy.",
  address="Mykolas Romerio Universitetas",
  chapter="75364",
  institution="Mykolas Romerio Universitetas",
  number="1",
  volume="2011",
  year="2011",
  month="november",
  pages="135--142",
  publisher="Mykolas Romerio Universitetas",
  type="journal article - other"
}