Marketingové vzťahy so zákazníkmi ako prejav spoločensky zodpovedného správania sa firiem

Štefan Majtán

Ekonomika a Management, 2007, vol. 2007, issue 1

Abstract: In the last period we can follow the increased signification of marketing focused on customer. This also increases the emphasis on socially responsible performance of companies in the marketing strategy. In the 21st century becomes the philosophy of enterprises the socially responsibility of companies. It is firstly connected to the external activities of companies, thus with marketing as well. The degree of connection between social responsibility of companies and various marketing strategies differ. In our contribution we investigate this connections in marketing strategies to customers relationships. We give attention to two types of this strategies - Customer Relationship Management and marketing strategies of company controlled by customers. We mostly investigate the reality in selected service companies in Slovak Republic. The results shown in the contribution are only synthesis of detail analysis performed in specific research.

Date: 2007
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