Detail publikace

Relationship Marketing Effectiveness: Stakeholder approach

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

Originální název

Relationship Marketing Effectiveness: Stakeholder approach

Typ

konferenční sborník (ne článek)

Jazyk

angličtina

Originální abstrakt

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.

Klíčová slova

Stakeholders, relationship marketing, marketing effectiveness

Autoři

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

Vydáno

18. 5. 2011

Nakladatel

Publishing House of Izhevsk State Technical University

Místo

Izhevsk

ISBN

978-5-7526-0520-8

Strany od

65

Strany do

69

Strany počet

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"
}