Stakeholder marketing: theoretical foundations and required capabilities

Volume: 43, Issue: 4, Pages: 411 - 428
Published: Jan 31, 2015
Abstract
This conceptual paper argues that the marketing discipline should move away from its rather restrictive focus on customers toward a view of marketing that acknowledges the interrelatedness of stakeholders. Building on multiplicity theory, this paper presents stakeholder marketing as a revised perspective on marketing that views stakeholder networks as continuous instead of discrete multiplicities. This revised perspective offers a better...
Paper Details
Title
Stakeholder marketing: theoretical foundations and required capabilities
Published Date
Jan 31, 2015
Volume
43
Issue
4
Pages
411 - 428
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