543 ACTA UNIVERSITATIS AGRICULTURAE ET SILVICULTURAE MENDELIANAE BRUNENSIS Volume LVIII 54 Number 6, 2010 COMPANY STRATEGIC MARKETING MANAGEMENT – SYNERGIC APPROACH AND VALUE CREATING I. Šimberová Received: September 26, 2010 Abstract ŠIMBEROVÁ, I.: Company strategic marketing management – synergic approach and value creating. Acta univ. agric. et silvic. Mendel. Brun., 2010, LVIII, No. 6, pp. 543–552 The paper aims to introduce a synergic approach to the strategic marketing management, which ap- pears to be a challenge with respect to enhancing competitiveness of industrial companies in a small open economy. The potential of these companies consists in managing relations with the key stake- holders, which by means of effective establishing, maintaining and terminating of the mutual rela- tions leads to developing of marketing networks, enables more effective tradeability of their offers, besides domestic embracing also global markets. The success of these relationships depends on the quantity and quality of mutual exchanges and in particular on the strengthening socially and knowledge-based links. The theoretical principles underlying the synergic approach within the mar- keting management are closely connected with the present marketing concepts, a new approach to the value creating, effectiveness of marketing activities and will form a basis for research of the indus- trial companies within the Czech Republic with the orientation to marketing activities effectiveness and performance of the company. The methods used in the paper are secondary analysis of statistics, analysis of scientific and professional literature, reports and researches of authors. The scientific aim of the paper is to review of current situation in this area and to create theoretical basis for the research on the industrial market. strategic marketing management, synergic approach, value creation, industrial market, effectiveness, competitiveness The turbulent environment (increasing competi- tive pressure, growing demands of customers and other stakeholders, dynamism in development, ob- solescence of technologies and products, increas- ing interventions of the European Union bodies and public authorities, the changing perception and behaviour of customers, the changing character of competition etc.) makes managements and own- ers of businesses seek, in addition to other things, new and more effective managerial, marketing and commercial approaches that will provide their suc- cessful enterprising not only on the domestic mar- kets, but also their penetrating European, interna- tional and even global markets. In view of all that it is certainly a matter of necessity to look for new ap- proaches that would make it possible for the tradi- tional industries to do well in the described condi- tions. MATERIALS AND METHODS The paper is based on secondary analysis of sta- tistics, scientific and professional literature, reports and researches of authors. It is review of current sit- uation in this area and theoretical basis for the re- search on the industrial market. Within the assessment of industry competitive- ness the COM (2007) 374 report concludes that in- dustry continues to be an important driving force of