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The paper aims to introduce a synergic approach to the strategic marketing management, which appears 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 stakeholders, which by means of effective establishing, maintaining and terminating of the mutual relations 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 marketing 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 industrial 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.

In the experiment the parameters of milk quality from organic and conventional dairy farm were analyzed. The number of somatic cells was 219. 10³.ml^-1 in the organic milk and 242. 10³.ml^-1 in the conventional milk. It seems that conditions of organic farming could be able to have a positive effect of health of mammary gland. We found the highest number of somatic cells at the end of the year (336.10³.ml^-1 in organic milk in December, respectively 336.10³.ml^-1 in conventional milk in November). The total bacteria count was higher in organic milk (86.10³ CFU.ml^-1) than conventional (51.10³ CFU.ml^-1) likewise the number of coliform bacteria. Number of coliform bacteria was by conventional milk under 1000 CFU.ml^-1 for all samples. The highest number of coliform bacteria in organic milk was achieved in February (1000 CFU.ml^-1). We found higher content of fat (4.23 g.100g^-1) and protein (3.41 g.100g^-1) by organic milk in comparison with the conventional milk (4.11 g.100g^-1, resp. 3.39 g.100g^-1). The higher content of protein and fat in organic milk and the higher protein content in conventional milk were determined in December. The heat resistance was determined by 96 % ethanol required to coagulation of 2 ml of milk. The conventional milk has significantly lower heat resistance (1.38 ml) than the organic one (1.86 ml). Better heat stability by organic milk and higher content of Ca (144.29 mg.100g^-1) correspond with higher technological quality of organic milk.