Detail publikace

MARKETING APRROACH TO STAKEHOLDER MANAGEMENT

ŠIMBEROVÁ, I.

Originální název

MARKETING APRROACH TO STAKEHOLDER MANAGEMENT

Typ

článek ve sborníku ve WoS nebo Scopus

Jazyk

angličtina

Originální abstrakt

In this paper, the author looks into aspects of stakeholder relationship management starting from the premise that good knowledge of two latest marketing concepts, i.e. relationship marketing and market orientation, helps to better understand them. Managing relationships with stakeholders seems to be very useful for a successful development of the company, just as customer management has proven to be. The paper describes a systemic model of stakeholder management. The latest marketing concepts provide a theoretical basis for further areas of possible research into stakeholder management issues. At the end of the paper, several areas that could be of interest for such further research are outlined. The paper was prepared within the bounds of the European Social Fund project named Improvement in the Quality of Education and Strengthening of Manager Competence within the bounds of the curriculum Economy and Management at the Business and Management Faculty of the Brno University of Technology (Identification No.: CZ.04.1.03/3.2.15.2/0284)

Klíčová slova

stakeholder, market orientation, relationship marketing, management.

Autoři

ŠIMBEROVÁ, I.

Rok RIV

2008

Vydáno

16. 5. 2008

Nakladatel

VGTU Publishing House

Místo

Litva

ISBN

978-9955-28-311-9

Kniha

Business and Management 2008: Selected papers

Edice

2008

Číslo edice

1

Strany od

310

Strany do

315

Strany počet

5

BibTex

@inproceedings{BUT29218,
  author="Iveta {Šimberová}",
  title="MARKETING APRROACH TO STAKEHOLDER MANAGEMENT",
  booktitle="Business and Management 2008: Selected papers",
  year="2008",
  series="2008",
  number="1",
  pages="310--315",
  publisher="VGTU Publishing House",
  address="Litva",
  isbn="978-9955-28-311-9"
}