Detail publikace

Stakeholder approach in marketing strategy

ŠMAKALOVÁ, P. ŠIMBEROVÁ, I.

Originální název

Stakeholder approach in marketing strategy

Typ

článek v časopise - ostatní, Jost

Jazyk

angličtina

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.

Klíčová slova

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

Autoři

ŠMAKALOVÁ, P.; ŠIMBEROVÁ, I.

Rok RIV

2011

Vydáno

16. 11. 2011

Nakladatel

Mykolas Romerio Universitetas

Místo

Litva, Vilnius

ISSN

2029-8501

Periodikum

International Scientific Conference “Whither Our Economies

Ročník

2011

Číslo

1

Stát

Litevská republika

Strany od

135

Strany do

142

Strany počet

7

BibTex

@article{BUT75364,
  author="Petra {Šmakalová} and Iveta {Šimberová}",
  title="Stakeholder approach in marketing strategy",
  journal="International Scientific Conference “Whither Our Economies",
  year="2011",
  volume="2011",
  number="1",
  pages="135--142",
  issn="2029-8501"
}