| Summary: | The concept of marketing value occurred interesting due to a result of the process of transformation of traditional business relationships into specific type of cooperation of enterprises to create multivalued for demanding customers. It also concerns studied companies of the sector of waste collection and recycling, as well as their partners and customers. In the studied case, marketing value is created by enterprises, their cooperants and customers for the purpose of further satisfaction of target market need, in at least three-spherical business model. This model often has multi-concept, or holistic nature while combining relationship marketing, supply marketing, integral, internal, systemic, strategic and social marketing. Companies representing the sector of waste management apply smart technological solutions which result in interactive formation of market value. Smart ways of creation of marketing value, in the sector of waste management enterprises in the environment of IT solutions is the goal of this paper. The main research methods used are case studies.
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