"3"^^ . . "Tren\u010Dianska Univerzita A.Dub\u010Deka" . . . "3"^^ . "NOV\u00C1 V\u00DDZVA PRO MARKETINGOV\u00DD MANAGEMENT PODNIKU-INTEGROVAN\u00DD P\u0158\u00CDSTUP KE KL\u00CD\u010COV\u00DDM STAKEHOLDR\u016EM" . . "RIV/00216305:26510/08:PU79635!RIV10-MSM-26510___" . "New Challenge for Marketing Management- Integrated Approach to Key Stakeholders"@en . "\u0160imberov\u00E1, Iveta" . "26510" . "NOV\u00C1 V\u00DDZVA PRO MARKETINGOV\u00DD MANAGEMENT PODNIKU-INTEGROVAN\u00DD P\u0158\u00CDSTUP KE KL\u00CD\u010COV\u00DDM STAKEHOLDR\u016EM" . "Do pop\u0159ed\u00ED z\u00E1jm\u016F mana\u017Eersk\u00FDch a marketingov\u00FDch teoretick\u00FDch koncepc\u00ED, ale i praktick\u00FDch postup\u016F se dost\u00E1vaj\u00ED krom\u011B z\u00E1kazn\u00EDk\u016F i dal\u0161\u00ED skupiny stakeholdr\u016F, se kter\u00FDmi podniky p\u0159ich\u00E1zej\u00ED do vztah\u016F, a v\u011Bt\u0161\u00ED \u010Di men\u0161\u00ED m\u011Brou ovliv\u0148uj\u00ED nebo mohou ovliv\u0148ovat jejich budouc\u00ED rozvoj. Kl\u00ED\u010Dovou ot\u00E1zkou se zd\u00E1 b\u00FDt problematika integrovan\u00E9ho p\u0159\u00EDstupu ke kl\u00ED\u010Dov\u00FDm stakeholdr\u016Fm, kter\u00E9 je nutn\u00E9 v\u011Bnovat zv\u00FD\u0161enou pozornost. V p\u0159\u00EDsp\u011Bvku je t\u00E9to oblasti v\u011Bnov\u00E1na pozornost prost\u0159ednictv\u00EDm v\u00FDsledk\u016F v\u00FDzkumu, kter\u00FD prob\u011Bhl v r\u00E1mci \u0161ir\u0161\u00EDho mezin\u00E1rodn\u00EDho \u0161et\u0159en\u00ED polsk\u00FDch, \u010Desk\u00FDch a slovensk\u00FDch podnik\u016F v obdob\u00ED dubna - kv\u011Btna 2007. Do v\u00FDzkumn\u00E9ho vzorku bylo za\u0159azeno 60 mal\u00FDch podnik\u016F v ka\u017Ed\u00E9 zemi. Data a v\u00FDsledky pou\u017Eity v p\u0159\u00EDsp\u011Bvku jsou pouze z \u010Desk\u00FDch podnik\u016F. Zam\u011B\u0159en\u00ED na identifikov\u00E1n\u00ED kl\u00ED\u010Dov\u00FDch stakeholdr\u016F a jej\u00EDch v\u00FDznam\u016F pro \u00FAsp\u011Bch podniku, d\u016Fvod\u016F podnik\u016F k vytv\u00E1\u0159en\u00ED vztah\u016F se stakeholdry se zd\u00E1 b\u00FDt vhodn\u00FDm"@cs . . "New Challenge for Marketing Management- Integrated Approach to Key Stakeholders"@en . . . "Do pop\u0159ed\u00ED z\u00E1jm\u016F mana\u017Eersk\u00FDch a marketingov\u00FDch teoretick\u00FDch koncepc\u00ED, ale i praktick\u00FDch postup\u016F se dost\u00E1vaj\u00ED krom\u011B z\u00E1kazn\u00EDk\u016F i dal\u0161\u00ED skupiny stakeholdr\u016F, se kter\u00FDmi podniky p\u0159ich\u00E1zej\u00ED do vztah\u016F, a v\u011Bt\u0161\u00ED \u010Di men\u0161\u00ED m\u011Brou ovliv\u0148uj\u00ED nebo mohou ovliv\u0148ovat jejich budouc\u00ED rozvoj. Kl\u00ED\u010Dovou ot\u00E1zkou se zd\u00E1 b\u00FDt problematika integrovan\u00E9ho p\u0159\u00EDstupu ke kl\u00ED\u010Dov\u00FDm stakeholdr\u016Fm, kter\u00E9 je nutn\u00E9 v\u011Bnovat zv\u00FD\u0161enou pozornost. V p\u0159\u00EDsp\u011Bvku je t\u00E9to oblasti v\u011Bnov\u00E1na pozornost prost\u0159ednictv\u00EDm v\u00FDsledk\u016F v\u00FDzkumu, kter\u00FD prob\u011Bhl v r\u00E1mci \u0161ir\u0161\u00EDho mezin\u00E1rodn\u00EDho \u0161et\u0159en\u00ED polsk\u00FDch, \u010Desk\u00FDch a slovensk\u00FDch podnik\u016F v obdob\u00ED dubna - kv\u011Btna 2007. Do v\u00FDzkumn\u00E9ho vzorku bylo za\u0159azeno 60 mal\u00FDch podnik\u016F v ka\u017Ed\u00E9 zemi. Data a v\u00FDsledky pou\u017Eity v p\u0159\u00EDsp\u011Bvku jsou pouze z \u010Desk\u00FDch podnik\u016F. Zam\u011B\u0159en\u00ED na identifikov\u00E1n\u00ED kl\u00ED\u010Dov\u00FDch stakeholdr\u016F a jej\u00EDch v\u00FDznam\u016F pro \u00FAsp\u011Bch podniku, d\u016Fvod\u016F podnik\u016F k vytv\u00E1\u0159en\u00ED vztah\u016F se stakeholdry se zd\u00E1 b\u00FDt vhodn\u00FDm" . . "relationship marketing, stakeholders, marketing management, research, Czech Republic, integrated approach"@en . "Bratislava" . "2008-11-26+01:00"^^ . . . . . . "Not only customers but also other groups of stakeholders that companies deal with, and which more or less influence or could influence their future development, come into the highlights of management and marketing theoretical concepts but also practical procedures. The key question seems to be the area of integrated approach to key stakeholders, which needs to be focused on. This paper focuses on the specified area through the results of a research that took place within a broader international analysis of Polish, Czech and Slovakian companies between April and May 2007. Into the research sample were chosen 60 small companies from every country. Data and results used in this work are from Czech companies only. Focusing on the identification of key stakeholders and their influence on company success, reasons for companies to create relationships with stakeholders are a good starting point for building up integrated company marketing management."@en . "N\u011Bme\u010Dek, Petr" . "Nov\u00E9 trendy v Mna\u017Emente" . "Kocmanov\u00E1, Alena" . . . "383080" . "978-80-8075-370-2" . . "8"^^ . "RIV/00216305:26510/08:PU79635" . "NOV\u00C1 V\u00DDZVA PRO MARKETINGOV\u00DD MANAGEMENT PODNIKU-INTEGROVAN\u00DD P\u0158\u00CDSTUP KE KL\u00CD\u010COV\u00DDM STAKEHOLDR\u016EM"@cs . . . "[B18126995327]" . "Tren\u010D\u00EDn, SK" . . . "NOV\u00C1 V\u00DDZVA PRO MARKETINGOV\u00DD MANAGEMENT PODNIKU-INTEGROVAN\u00DD P\u0158\u00CDSTUP KE KL\u00CD\u010COV\u00DDM STAKEHOLDR\u016EM"@cs . "S" .