"Synergy, marketing management, research approach, stakeholders, Czech Republic"@en . "291424" . "Economics and management-2007" . . "\u0160imberov\u00E1, Iveta" . . "S" . "LT - Litevsk\u00E1 republika" . "15" . . "RIV/00216305:26510/10:PU87414!RIV11-MSM-26510___" . . . . "Synergy in Marketing Management -Challenge for Innovation of Industrial Company Offer" . "1"^^ . "1822-6515" . "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 in marketing 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 publications, analyses a"@en . . "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 in marketing 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 publications, analyses a" . "15" . "Synergy in Marketing Management -Challenge for Innovation of Industrial Company Offer" . . "26510" . "Synergy in Marketing Management -Challenge for Innovation of Industrial Company Offer"@en . "RIV/00216305:26510/10:PU87414" . "[D6F890AEB3E5]" . . . "Synergy in Marketing Management -Challenge for Innovation of Industrial Company Offer"@en . "1"^^ . . . . "1"^^ . . "\u0160imberov\u00E1, Iveta" . .