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Marketing activities of enterprises to increase customer value

Krzepicka Alicja Katarzyna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2024

z. 192

673--680

Purpose: The purpose of the article is to present, based on source materials and market observations, what marketing activities companies implement to increase customer value. This is because today having a product or service desired by customers does not guarantee success. Marketing practitioners must identify the right media and messages through which to convey to customers what they want to know about them. Mass marketing practitioners especially need to identify well a target market that is both worthy of entry (from the point of view of sales volume and profits) and vulnerable (from the point of view of communication). Design/methodology/approach: The purpose of the article was realized based on the analysis of literature sources and market observations. Findings: Good customer relations are a company's most important potential. An important task is to identify profitable customers and use them effectively. For future development, it is important to establish in the company such a way of determining customer value that takes into account all relevant factors from the point of view of customer value. Practical implications: The topics described in the article can be a source of valuable inspiration for companies interested in building customer value through appropriate selection and alignment of marketing activities. Originality/value: The author draws attention to current and important issues occurring in the process of building customer value.

Partnership relationships in creating stakeholder value in today’s marketplace

Krzepicka Alicja Katarzyna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2023

z. 173

365--373

Purpose: The purpose of the article is to present, based on literature sources, the essence of the concept of building partner relationships and their importance in creating stakeholder value, which can be a kind of antidote to the uncertainty and turbulence of the globalized modern market. It is assumed that the skillful formation of relationships with stakeholders promotes the obtaining of value for the parties involved in the relationship. Design/methodology/approach: The purpose of the study was realized based on the analysis of selected literature sources. Findings: A significant role in shaping company-stakeholder relations is played by the knowledge of building relationships with them. Thus, the creation and development of partnerships with stakeholders, given the operation of companies in an uncertain and turbulent modern market environment, is an important role in shaping their value and can become an important contributor to building competitive advantage. Practical implications: The article can be a source of valuable inspiration for companies interested in deliberately shaping relationships with the business environment, particularly contributing to the creation of stakeholder value. Originality/value: The author draws attention to current and important issues occurring in the process of building relationships with stakeholders, especially the creation of stakeholder value and the importance of relationship building for the operation of enterprises in the turbulent modern market.