Publication detail

Relationship Marketing Effectiveness: Stakeholder approach

MILICHOVSKÝ, F. SCHÜLLER, D. ŠMAKALOVÁ, P.

Original Title

Relationship Marketing Effectiveness: Stakeholder approach

Type

conference proceedings

Language

English

Original Abstract

Successful companies are aware of the need for long- term strategic development based on relationship marketing to interest groups (stakeholders). The paper describes the benefits of relationship marketing company to key stakeholders who influence the business activities of the company. Further, there are defined metrics for measuring the effectiveness of business relationship with these stakeholders in the article.

Keywords

Stakeholders, relationship marketing, marketing effectiveness

Authors

MILICHOVSKÝ, F.; SCHÜLLER, D.; ŠMAKALOVÁ, P.

Released

18. 5. 2011

Publisher

Publishing House of Izhevsk State Technical University

Location

Izhevsk

ISBN

978-5-7526-0520-8

Pages from

65

Pages to

69

Pages count

5

BibTex

@proceedings{BUT72512,
  editor="František {Milichovský} and David {Schüller} and Petra {Šmakalová}",
  title="Relationship Marketing Effectiveness: Stakeholder approach",
  year="2011",
  pages="65--69",
  publisher="Publishing House of Izhevsk State Technical University",
  address="Izhevsk",
  isbn="978-5-7526-0520-8"
}