Marketing interesariuszy - nowy wymiar marketingu relacji

Marketing interesariuszy nowy wymiar

marketingu relacji

Wawrzyniec Rudolf

Streszczenie:

W opracowaniu s stakeholder marketing). Koncepcja ta

dwie fo

Wprowadzenie

rynek. Jednak, jak pisze Grudzewski i inni

3

, co stanowi wyzwanie dla

dostosowawcze

4

.

Dynamika rozwoju koncepcji marketingu relacji

.

5

. W nurcie

umacniania

ej

koncepcji ma stabilne podstawy

.

8

1 _.

2 _Zmiany

, Wydawnicwo Poltext, Warszawa 2010, s. 68-69.

3 _{C. Heckscher, P. S. Adler, Towards Collaborative Community, [w:] C. Heckscher, P. S. Adler (red.), The firm as Collaborative Community.}

Reconstructing Trust in Knowledge Economy, Oxford University Press, Oxford 2006, s. 16.

4 _.

5 _{Por. M. Christopher, A. Payne, D. Ballantyne, Relationship Marketing. Bringing Quality, Customer Service and Marketing Together,}

Butterworth- ,

Vol. 10, No. 5, s. 347-360; E. Gummesson, Relationship Marketing New Clothes

or a Paradigm shift? February, Vol. 25, s. 53-60; J. Sheth, A. Parvatiyar, The Evolution

of Relationship Marketing Vol. 4, No. 4, s. 397-418.

6 _{Ph. Kotler, G. Armstrong, J. Saunders, V. Wong, Marketing. , PWE, Warszawa 2002, s. 531.}

7 _{E. Gummesson, Total Relationship Marketing. Rethinking Marketing Management, Butterworth-Heinemann, Oxford 2002, s. 27-29.} 8 _{L. Berry, Relationship Marketing, [w:] L. Berry, G.L. Shostack, G.D. Upah (red.), Emerging Perspectives on Services Marketing, American}

9

.

wana przez wielu uznanych

10

korzystnych relacji

.

er i A. Halinen

. Pierwszy

w swoim otoczen

Tabela 1. Rodzaje relacji marketingowych i ich charakterystyka

Relacje z klientem Relacje

- indywidualny klient - - - stosunkowo relacji - - relacjach - ekonomiczny, psychologiczny

- jest na relacje dostawca w ramach sieci

-

instytucje non profit, organizacje publiczne oraz kluczowe postacie)

- bami

-

- - -

Relationship Theory: Its Roots and Directions 2000, Vol. 16, s. 40.

techniki ic

cy

. Tak rozumiany

9 _{L. Berry, Relationship Marketing of Services Growing Internet, Emerging Perspectives,}

1995, Vol. 23, No. Marketing relacji. Teoria i praktyka, Wydawnictwo Fachowe CeDeWu, Warszawa 2005,

s. 13.

10 _{M. Christopher, A. Payne, D. Ballantyne, Relationship Marketing, Butterworth-Heinemann, Oxford 1994; Ph. Kotler, Total Marketing,}

No. 2; S.D. Hunt, R.M. Morgan Relationship Marketing in the Era of Network

Competition Vol. 5, No. 5, s. 18-28; P. Doyle, Marketing in the New Millennium

Vol. 29 No. 12, s. 23-41; E. Gummesson, Total Relationship Marketing: Rethinking Marketing Management

from 4Ps to 30Rs, Butterworth-Heineman, Oxford 1999.

11 _{H. K. Hunt, CS/D: overview and future research direction, [w:] Conceptualization and Measurement of Customer Satisfaction and}

Dissatisfaction, MA: Marketing Science Institute, Cambridge 1997; F.F. Reichheld, The Loyalty Effect: The Hidden Force Behind Growth, Profits and Lasting Value, Harvard Business School Press, Boston 1996.

12 _{Relationship Theory: Its Roots and Directions Vol. 16, s. 40.}

13 _{F.E. Webster Jr., A Perspective on the Evolution of Marketing Managemen Vol. 24, No. 1,}

W nurt marketingu relacji rozumiany jako kreowanie

. marketing

interesariuszy (stakeholder marketing

14

. Sam termin

wszystkim interesariuszom

non profit

analitycznych i badawczych

, to ma

.

z obszaru marketingu

zorganizowanych w latach

2007-Program, Boston University oraz Marketing Science Institute

jako specjalny numer wydawanego przez American Marketing Association czasopisma naukowego: Journal

of Public Policy & Marketing

N.C. Smith, G. Palazzo, C.B. Bhattacharya. Ich zdaniem marketing ten

:

bierze pod

strategii marketingowej;

tworzenia oferty, jak i jej przekazywaniem odbiorcom, a t

organizacji;

w relacjach z interesariuszami;

akcjonariuszy.

14 _{C.B. Bhattacharya, Introduction to the Special Section on Stakeholder Marketing Spring 2010,}

Vol. 29 (1), s. 1-3.

15 _{Por. R.E. Freeman, Strategic Management: A Stakeholder Approach, Pitman, Boston 1984.}

16 _{Por. A. Svendsen, The Stakeholder Strategy: Profiting from Collaborative Business Relationship, Barrett-Koehler Publishers, San}

Francisco 1998; J.E. Post, L.E. Preston, S. Sachs, Redefining the Corporation: Stakeholder Management and Organizational Wealth, Stanford University Press, Stanford 2002; R. Philips, Stakeholder Theory and Organizational Ethics, Berrett-Koehler, San Francisco 2003.

17 _{M.J. Polonsky, A Stakeholder Theory Approach to Designing Environmental Marketing Strategy Journal of Business and Industrial}

Marketing Vol. 10, No. 3, s. 29-46.

18 _{C.B. Bhattachrya, Introduction to the Special Section jw., s. 1-3.}

19 _{Special Issue on Stakeholder Marketing, Vol. 29 (1).}

20 _{N.C. Smith, G. Palazzo, C.B. Bhattacharya, Social}

tworzenia pozwala interesariuszom (np. dostawcom, odbiorcom, pracownikom)

21

Teza ta jest

partnerstwo

stakeholder marketing.

Formy marketingu interesariuszy

interesariuszy:

soft

hard)

instrumentalny i

23

Koncepcja marketingu interesariusz

24

. Koncepcja ta posiada

szego

.

etycz

.

jest

marketingowych

21 _{Por. A.W. Savitz, K. Weber, The Triple Botton Line, John Wiley, San Francisco 2006.}

22 _{G.R. Laczniak, P. E. Murphy, Stakeholder Theory and Marketing: Moving from a Firm-Centric to a Societal Perspective}

Vol. 31 (2), s. 284-285.

23 _{P. Doyle, , Wydawnictwo Felberg SJA, Warszawa 2003.}

24 _{A. Verbeke, V. Tung, The Future of Stakeholder Management Theory: A Temporal Perspective, 2013, Vol. 112, Issue 3, s. 529-543;}

L. Bourne, Stakeholder Relationship Management: A Maturity Model for Organisational Implementation, Gower, Farnham 2009.

25 _{A. Paliwoda- O , C.H. Beck, Warszawa 2009.}

26

S.L. Vargo, R.F. Lusch, Evolving to a New Dominant Logic for Marketing January, Vol. 68, s. 1-17.

27 _{H. Elms, S. Brammer, J.D. Harris, R.A. Phillips, New Directions in Strategic Management and Business, July,}

Vol. 20, s. 401-425.

28 _{A. Svendsen, M. Laberge, A New Direction for CSR: Engaging Networks for Whole System Change, [w:] J. Jonker, M. deWitte (red.),}

eniany przez

29

.

30

balnie jednolitych norm etycznych

do powszechnego wykorzystywania.

na wskazywanie granicy akceptowalnego zachowania firmy w stosunku do jej interesariuszy

Guidance on social responsibility

.

Podsumowanie

otoczeniem

instytucjonalnym

33

Stakeholders marketing the new dimension of the relational marketing

Summary: The dynamic changes in the business environment in recent years raises questions of to what extent the current relational

marketing concepts are sufficient for the achievement of corporate goals. We observe at the same time the increasing importance of the social orientation of the company, which requires its management to take into account at the stage of construction of the strategy such elements, as: the public interest, the protection of the environment and the relations with the wider institutional environment.

The study characterize a relatively new concept, which is stakeholder marketing. This concept should enjoy the growing interest, since it might help firms survive in a dynamic environment. The two forms of stakeholder marketing were characterized and the possible fields of application of this concept were presented.

Keywords: relational marketing, stakeholders marketing, stakeholders of the firm, CSR.

29 _{D. Mick, The End(s) of Marketing and the Neglect of Moral Responsibility, , Fall 2007, Vol. 26,}

s. 291.

30 _{G.R. Laczniak, P.E. Murphy, Stakeholders Theory jw., s. 289-290.}

31 _{G.R. Laczniak, Kennedy A.-M., Hyper Norms: Searching for a Global Code of Conduct September,}

Vol. 31, s. 12-24. 32 -ISO 26000:2012 ds. , http://www.pkn.pl/iso-26000. 33 _{, [w:] ,} SGH w Warszawie, Warszawa 2005, s. 13.