Stakeholder marketing: theoretical aspects and introduction problems

Nadezhda Popova
PhD in Economics, Associate Professor, Head of Marketing Department, Kharkiv Institute of Trade and Economics of Kyiv National University of Trade and Economics, e-mail:pnv-15@ukr.net

Cite this article:

Popova, N. (2016), Stakeholder marketing: theoretical aspects and introduction problems. Ed.: M. Zveryakov (ed.-in-ch.) and others [Marketynh steikkholderiv: teoretychni aspekty ta problemy vprovadzhennia; za red.: М. I. Zveriakova (gol. red.) ta in.], Socio-economic research bulletin; Vìsnik socìal’no-ekonomìčnih doslìdžen’ (ISSN 2313-4569), Odessa National Economic University, Odessa, Issue 1, No. 60, pp. 169–178.

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.

Keywords

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

JEL classification: M310; L140; R410;  DOI: https://doi.org/10.33987/vsed.1(60).2016.169-178

UD classification: 338.2

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