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ŠMAKALOVÁ, P. ŠIMBEROVÁ, I.
Originální název
Stakeholder approach in marketing strategy
Typ
článek v časopise - ostatní, Jost
Jazyk
angličtina
Originální abstrakt
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.
Klíčová slova
stakeholders, stakeholder approach, marketing strategy, business activity, relationship marketing
Autoři
ŠMAKALOVÁ, P.; ŠIMBEROVÁ, I.
Rok RIV
2011
Vydáno
16. 11. 2011
Nakladatel
Mykolas Romerio Universitetas
Místo
Litva, Vilnius
ISSN
2029-8501
Periodikum
International Scientific Conference “Whither Our Economies
Ročník
Číslo
1
Stát
Litevská republika
Strany od
135
Strany do
142
Strany počet
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" }