Detail publikace

MARKETING APRROACH TO STAKEHOLDER MANAGEMENT

Originální název

MARKETING APRROACH TO STAKEHOLDER MANAGEMENT

Anglický název

MARKETING APRROACH TO STAKEHOLDER MANAGEMENT

Jazyk

en

Originální abstrakt

In this paper, the author looks into aspects of stakeholder relationship management starting from the premise that good knowledge of two latest marketing concepts, i.e. relationship marketing and market orientation, helps to better understand them. Managing relationships with stakeholders seems to be very useful for a successful development of the company, just as customer management has proven to be. The paper describes a systemic model of stakeholder management. The latest marketing concepts provide a theoretical basis for further areas of possible research into stakeholder management issues. At the end of the paper, several areas that could be of interest for such further research are outlined. The paper was prepared within the bounds of the European Social Fund project named Improvement in the Quality of Education and Strengthening of Manager Competence within the bounds of the curriculum Economy and Management at the Business and Management Faculty of the Brno University of Technology (Identification No.: CZ.04.1.03/3.2.15.2/0284)

Anglický abstrakt

In this paper, the author looks into aspects of stakeholder relationship management starting from the premise that good knowledge of two latest marketing concepts, i.e. relationship marketing and market orientation, helps to better understand them. Managing relationships with stakeholders seems to be very useful for a successful development of the company, just as customer management has proven to be. The paper describes a systemic model of stakeholder management. The latest marketing concepts provide a theoretical basis for further areas of possible research into stakeholder management issues. At the end of the paper, several areas that could be of interest for such further research are outlined. The paper was prepared within the bounds of the European Social Fund project named Improvement in the Quality of Education and Strengthening of Manager Competence within the bounds of the curriculum Economy and Management at the Business and Management Faculty of the Brno University of Technology (Identification No.: CZ.04.1.03/3.2.15.2/0284)

BibTex


@inproceedings{BUT29218,
  author="Iveta {Šimberová}",
  title="MARKETING APRROACH TO STAKEHOLDER MANAGEMENT",
  annote="In this paper, the author looks into aspects of stakeholder relationship management starting from the premise that good knowledge of two latest marketing concepts, i.e. relationship marketing and market orientation, helps to better understand them. Managing relationships with stakeholders seems to be very useful for a successful development of the company, just as customer management has proven to be. The paper describes a systemic model of stakeholder management. The latest marketing concepts provide a theoretical basis for further areas of possible research into stakeholder management issues. At the end of the paper, several areas that could be of interest for such further research are outlined. The paper was prepared within the bounds of the European Social Fund project named Improvement in the Quality of Education and Strengthening of Manager Competence within the bounds of the curriculum Economy and Management at the Business and Management Faculty of the Brno University of Technology (Identification No.: CZ.04.1.03/3.2.15.2/0284)",
  address="VGTU Publishing House",
  booktitle="Business and Management 2008: Selected papers",
  chapter="29218",
  edition="2008",
  howpublished="online",
  institution="VGTU Publishing House",
  year="2008",
  month="may",
  pages="310--315",
  publisher="VGTU Publishing House",
  type="conference paper"
}