Synergy in Marketing Management -Challenge for Innovation of Industrial Company Offer

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F10%3APU87414" target="_blank" >RIV/00216305:26510/10:PU87414 - isvavai.cz</a>

Result on the web

—

DOI - Digital Object Identifier

—

Result language

angličtina

Original language name

Synergy in Marketing Management -Challenge for Innovation of Industrial Company Offer

Original language description

Aim of the paper:The paper aims to introduce a synergic approach to the strategic marketing management, which appears to be a challenge with respect to creating competitive offers by industrial companies in a small open economy. The synergic approach inmarketing management consists in gathering, dissemination of market information, planning, implementation and communication of value to customer by means of integrated marketing programs, which include not only the view of the seller, but also the view of purchaser and other interested groups (company key stakeholders). Methods used in research: The theoretical principles underlying the synergic approach within the marketing management are closely connected with the present marketing concepts 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. Conclusions: From the analysis of economic sources, expert publicati

Czech name

—

Czech description

—

Type

J_x - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)

CEP classification

AE - Management, administration and clerical work

OECD FORD branch

—

Project

—

Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2010

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Economics and management-2007

ISSN

1822-6515

e-ISSN

—

Volume of the periodical

15

Issue of the periodical within the volume

15

Country of publishing house

LT - LITHUANIA

Number of pages

1

Pages from-to

—

UT code for WoS article

—

EID of the result in the Scopus database

—