Aktuálne číslo: 2/2019
ISSN 2585-9358 (online)




A key element for the development and construction of the living conditions in the local municipality is a participation of stakeholders and their assistance in the administration of public affairs. In democratic countries, the role of local municipality is changing during past decades. Its role is more focused on creating conditions for involvement of different actors in development activities, the creation of quality living conditions and participation in addressing issues of public life. The aim of the paper is to identify and analyse the relationships between local municipality and its stakeholders from the theoretical point of view and to verify it based on the results of research in 100 local municipalities of Slovak Republic. The first part of the paper contains the theoretical definition of relationship marketing and the relationships in the local municipalities. Consequently, we verified the composition of stakeholders in the local municipalities by the empirical research. In conclusion of the paper we propose the implementation possibilities of relationship marketing in local municipalities.

Autor: Katarína VITÁLIŠOVÁ

Vydanie: 2017/1     Strany: 56-73     Klasifikácia JEL: R59, R19, Z18

Kľúčové slová: relationship marketing, local municipality, stakeholders, governance, Slovak Republic


Katarína Vitálišová, Ing. PhD.
Department of Public Economics and Regional Development,
Faculty of Economics, Matej Bel University
Tajovského 10, Banská Bystrica,
Slovak Republic
e-mail: katarina.vitalisova@umb.sk


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