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ŠMAKALOVÁ, P. ŠIMBEROVÁ, I.
Original Title
Stakeholder approach in marketing strategy
Type
journal article - other
Language
English
Original Abstract
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.
Keywords
stakeholders, stakeholder approach, marketing strategy, business activity, relationship marketing
Authors
ŠMAKALOVÁ, P.; ŠIMBEROVÁ, I.
RIV year
2011
Released
16. 11. 2011
Publisher
Mykolas Romerio Universitetas
Location
Litva, Vilnius
ISBN
2029-8501
Periodical
International Scientific Conference “Whither Our Economies
Year of study
Number
1
State
Republic of Lithuania
Pages from
135
Pages to
142
Pages count
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" }