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National Repository of Grey Literature 1 records found  Search took 0.00 seconds. 
The Use of Stakeholder Management for Marketing Management of selected Subject
 Doleželová, Lenka ; Hesková, Marie (advisor) ; Slabá, Marie (referee)
The thesis analyses the use of the principles of stakeholder management as they are applied in the marketing management of the transport and logistics company GTL, spol. s r. o. The aim of the thesis is to find a suitable marketing and marketing communicaton strategy of the company. The proposed strategy draws on findings in the field of stakeholder management. The theoretical and methodolical part of the thesis concerns marketing communication strategy focused on public relations. The thesis further discusses corporate social responsibility, marketing in B2B services and ultimately the key topic -- the theory of stakeholder management and stakeholder analysis. The introduction to the practical part of the thesis provides a situation analysis of the GTL company. This is followed by a stakeholder-analysis-based marketing research study. The last section proposes a marketing communication strategy of the GTL company for the year 2012.
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