Nový přístup k strategii marketingové komunikace s využitím metodiky stakeholder circle
New Approach to Marketing Communication Strategy with Utilization of Stakeholder Circle Methodology

Summary/Abstract: Regarding the growing number of stakeholders, special interest groups and target markets that are targeted by all organisations in their marketing communication strategies, it is necessary to look for new ways to the conceptions and approaches to effective marketing communication and marketing communication strategies. The aim of this article is to suggest the new approach to the marketing communication strategy that connects the traditional approach with the marketing communication strategy and modern Stakeholder Circle Methodology that focuses on analysing, prioritisation and mapping the stakeholders. The object of this new approach is an involvement of more effective targeting to the marketing communication strategy that is involved in Stakeholder Circle Methodology.

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