Detail publikace

Synergy in Marketing Management -Challenge for Innovation of Industrial Company Offer

Originální název

Synergy in Marketing Management -Challenge for Innovation of Industrial Company Offer

Anglický název

Synergy in Marketing Management -Challenge for Innovation of Industrial Company Offer

Jazyk

en

Originální abstrakt

Aim of the paper:The paper aims to introduce a synergic approach to the strategic marketing management, which appears to be a challenge with respect to creating competitive offers by industrial companies in a small open economy. The synergic approach in marketing management consists in gathering, dissemination of market information, planning, implementation and communication of value to customer by means of integrated marketing programs, which include not only the view of the seller, but also the view of purchaser and other interested groups (company key stakeholders). Methods used in research: The theoretical principles underlying the synergic approach within the marketing management are closely connected with the present marketing concepts and will form a basis for research of the industrial companies within the Czech Republic with the orientation to marketing activities effectiveness and performance of the company. Conclusions: From the analysis of economic sources, expert publications, analyses and reports from previous research it turns out that the key problem of Czech industrial companies, in spite of the application of various new methods and approaches, is the area of strategic management and co-ordination of commercial and marketing activities. In the time of economic crisis, influencing in higher or smaller range all developed economic countries and branches, pressure on competitiveness, innovativeness of market offers and overall company efficiency increases. Orientation to market, establishment and building of long-term relations with key stakeholders by means of the offer including quality services seem to be those essences, which shall bring demanded qualitative changes in competitive companies by improving of both value for customers, other key partners and stakeholders and in final result of overall market value of company.

Anglický abstrakt

Aim of the paper:The paper aims to introduce a synergic approach to the strategic marketing management, which appears to be a challenge with respect to creating competitive offers by industrial companies in a small open economy. The synergic approach in marketing management consists in gathering, dissemination of market information, planning, implementation and communication of value to customer by means of integrated marketing programs, which include not only the view of the seller, but also the view of purchaser and other interested groups (company key stakeholders). Methods used in research: The theoretical principles underlying the synergic approach within the marketing management are closely connected with the present marketing concepts and will form a basis for research of the industrial companies within the Czech Republic with the orientation to marketing activities effectiveness and performance of the company. Conclusions: From the analysis of economic sources, expert publications, analyses and reports from previous research it turns out that the key problem of Czech industrial companies, in spite of the application of various new methods and approaches, is the area of strategic management and co-ordination of commercial and marketing activities. In the time of economic crisis, influencing in higher or smaller range all developed economic countries and branches, pressure on competitiveness, innovativeness of market offers and overall company efficiency increases. Orientation to market, establishment and building of long-term relations with key stakeholders by means of the offer including quality services seem to be those essences, which shall bring demanded qualitative changes in competitive companies by improving of both value for customers, other key partners and stakeholders and in final result of overall market value of company.

BibTex


@article{BUT50128,
  author="Iveta {Šimberová}",
  title="Synergy in Marketing Management -Challenge for Innovation of Industrial Company Offer",
  annote="Aim of the paper:The paper aims to introduce a synergic approach to the strategic marketing management, which appears to be a challenge with respect to creating competitive offers by industrial companies in a small open economy. The synergic approach in marketing management consists in gathering, dissemination of market information, planning, implementation and communication of value to customer by means of integrated marketing programs, which include not only the view of the seller, but also the view of purchaser and other interested groups (company key stakeholders). 
Methods used in research: The theoretical principles underlying the synergic approach within the marketing management are closely connected with the present marketing concepts and will form a basis for research of the industrial companies within the Czech Republic with the orientation to marketing activities effectiveness and performance of the company.
Conclusions: From the analysis of economic sources, expert publications, analyses and reports from previous research it turns out that the key problem of Czech industrial companies, in spite of the application of various new methods and approaches, is the area of strategic management and co-ordination  of commercial and marketing activities. In the time of economic crisis, influencing in higher or smaller range all developed economic countries and branches, pressure on competitiveness, innovativeness of market offers and overall company efficiency increases. Orientation to market, establishment and building of long-term relations with key stakeholders by means of the offer including quality services seem to be those essences, which shall bring demanded qualitative changes in competitive companies by improving of both value for customers, other key partners and stakeholders and in final result of overall market value of company.",
  address="RTU Publishing House",
  chapter="50128",
  institution="RTU Publishing House",
  journal="Economics and management",
  number="15",
  volume="15",
  year="2010",
  month="april",
  pages="158--159",
  publisher="RTU Publishing House",
  type="journal article - other"
}