Company strategic marketing management – synergic approach and value creating

?imberová Iveta

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Company strategic marketing management – synergic approach and value creating

机译：公司战略营销管理–协同方法和价值创造

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The paper aims to introduce a synergic approach to the strategic marketing management, which appears to be a challenge with respect to enhancing competitiveness of industrial companies in a small open economy. The potential of these companies consists in managing relations with the key stakeholders, which by means of effective establishing, maintaining and terminating of the mutual relations leads to developing of marketing networks, enables more effective tradeability of their offers, besides domestic embracing also global markets. The success of these relationships depends on the quantity and quality of mutual exchanges and in particular on the strengthening socially and knowledge-based links. The theoretical principles underlying the synergic approach within the marketing management are closely connected with the present marketing concepts, a new approach to the value creating, effectiveness of marketing activities and will form a basis for research of the industrial companies within the Czech Republic with the orientation to marketing activities effectiveness and performance of the company. The methods used in the paper are secondary analysis of statistics, analysis of scientific and professional literature, reports and researches of authors. The scientific aim of the paper is to review of current situation in this area and to create theoretical basis for the research on the industrial market.

机译：本文旨在为战略营销管理引入一种协同方法，这对于在小型开放经济体中增强工业公司的竞争力似乎是一个挑战。这些公司的潜力在于管理与主要利益相关者的关系，这通过有效建立，维持和终止相互关系而导致了营销网络的发展，除了在国内也拥抱全球市场之外，还使它们的报价更具可交易性。这些关系的成功取决于相互交流的数量和质量，尤其取决于加强社会和基于知识的联系。营销管理中协同方法所依据的理论原理与当前的营销概念，价值创造的新方法，营销活动的有效性紧密相关，并将为捷克共和国工业企业的研究方向奠定基础营销活动的有效性和公司绩效。本文使用的方法是统计的二次分析，科学和专业文献的分析，作者的报告和研究。本文的科学目的是回顾该领域的现状，并为工业市场的研究奠定理论基础。

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《Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis》 |2010年第6期|共10页
作者
?imberová Iveta;
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中图分类农业科学;
关键词
strategic marketing managementsynergic approachvalue creationindustrial marketeffectivenesscompetitiveness;

机译：战略营销管理协同方法价值创造工业市场效率竞争能力;

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Company strategic marketing management – synergic approach and value creating

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