STAKEHOLDER MARKETING: THEORETICAL ASPECTS AND INTRODUCTION PROBLEMS
Journal Title: Вісник соціально-економічних досліджень - Year 2016, Vol 1, Issue 60
Abstract
In the article, the problems of stakeholder marketing formation at the enterprises of transport and logistic systems are considered to be a concept that has a broader view of marketing activity than traditional marketing. By analyzing the stakeholder approach in the management and stakeholder marketing provisions, the key principles and differences from traditional marketing are identified for the enterprises of transport and logistic system of Ukraine, the stages of implementation are proposed. The problems of implementation of stakeholder marketing at the enterprises of Ukraine, the decision which will facilitate their integration into the European and global transport and logistics system have been studied. Further areas of scientific research regarding the stakeholder marketing development are identified.
Authors and Affiliations
Nadezhda Popova
Keywords
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