Detail publikace

Stakeholder approach in marketing strategy

Originální název

Stakeholder approach in marketing strategy

Anglický název

Stakeholder approach in marketing strategy

Jazyk

en

Originální abstrakt

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.

Anglický abstrakt

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.

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"
}