Detail publikace

Generic stakeholder strategy

ŠMAKALOVÁ, P.

Originální název

Generic stakeholder strategy

Typ

článek v časopise - ostatní, Jost

Jazyk

angličtina

Originální abstrakt

In the present time of constant changes, globalization, technological progress and fast changing market is for company increasingly difficult to orientate in the highly competitive environment. Except customers, who are key elements of marketing strategies, there are other interest groups (stakeholders) who come into relationship with company and who more or less influence the future development and performance of the company. Stakeholder approach recognizes importance of all groups or individual who are in a relationship with company. Basic question of this approach is who or what are stakeholders and what responsibilities does the company have to have to these interest groups. Part of stakeholders approach is relationship marketing, which make up one of the important component for formulation marketing strategies. Each company that wants to succeed at the market should have chosen marketing strategy which would support the overall strategy of company.

Klíčová slova

Stakeholder approach, marketing relationship, marketing strategy, generic strategy.

Autoři

ŠMAKALOVÁ, P.

Rok RIV

2012

Vydáno

28. 3. 2012

Místo

Tallinn

ISSN

1822-6515

Periodikum

Economics and management-2007

Ročník

2012

Číslo

17

Stát

Litevská republika

Strany od

665

Strany do

669

Strany počet

5

BibTex

@article{BUT92616,
  author="Petra {Šmakalová}",
  title="Generic stakeholder strategy",
  journal="Economics and management-2007",
  year="2012",
  volume="2012",
  number="17",
  pages="665--669",
  issn="1822-6515"
}