Маркетинг стейкхолдерів: теоретичні аспекти та проблеми впровадження

Nadezhda Popova

doi:10.33987/vsed.1(60).2016.169-178

Authors

Nadezhda Popova Kharkiv Institute of Trade and Economics of Kyiv National University of Trade and Economics, Ukraine

DOI:

https://doi.org/10.33987/vsed.1(60).2016.169-178

Keywords:

stakeholder marketing, a network of stakeholders, stakeholder marketing principles, transport and logistic systems, clusters

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.

Author Biography

Nadezhda Popova, Kharkiv Institute of Trade and Economics of Kyiv National University of Trade and Economics

Kharkiv Institute of Trade and Economics of Kyiv National University of Trade and Economics

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