Company strategic marketing management - synergic approach and value creating

journal article - other

English

The worldwide economic crisis and turbulent market environment have forced companies to change their business approaches. Czech economy represents a small and relatively saturated market with a relatively high degree of industry specialization. Successful company operation is conditioned by multiple factors the definition of which has been the focus of interest of theorists as well as practitioners for a long time. The turbulent environment (increasing competitive pressure, growing demands of customers and other stakeholders, dynamism in development, obsolescence of technologies and products, increasing interventions of the European Union bodies and public authorities, the changing perception and behaviour of customers, the changing character of competition etc.) makes managements and owners of businesses seek, in addition to other things, new and more effective managerial, marketing and commercial approaches that will provide their successful enterprising not only on the domestic markets, but also their penetrating European, international and even global markets. In view of all that it is certainly a matter of necessity to look for new approaches that would make it possible for the traditional industries to do well in the described conditions. The paper aims to introduce a synergic approach to the strategic marketing management, which appears to be a challenge with respect to enhancing competitiveness of industrial companies in a small open economy. The potential of these companies consists in managing relations with the key stakeholders, which by means of effective establishing, maintaining and terminating of the mutual relations leads to developing of marketing networks, enables more effective tradeability of their offers, besides domestic embracing also global markets. The success of these relationships depends on the quantity and quality of mutual exchanges and in particular on the strengthening socially and knowledge-based links. The theoretical principles underlying the synergic approach within the marketing management are closely connected with the present marketing concepts, a new approach to the value creating, effectiveness of marketing activities 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. The methods used in the paper are secondary analysis of statistics, analysis of scientific and professional literature, reports and researches of authors. The scientific aim of the paper is to review of current situation in this area and to create theoretical basis for the research on the industrial market.

strategic marketing management, synergic approach, value creation, industrial market, effectiveness, competitiveness

ŠIMBEROVÁ, I.

2010

30. 12. 2010

Mendelova Univerzita v Brne

Brno

1211-8516

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis

LVIII

6

Czech Republic

543

552

10