Work

Stakeholder Marketing: Beyond the Four Ps and the Customer

Year: 2008

Type: article

Abstract: To better understand the full impact of marketing on society, there is an urgent need for new research that looks beyond customers as the target of marketing activities and firms as the primary intended beneficiary. A consortium of leading scholars and practitioners was convened to discuss how adopting a stakeholder perspective gives birth to a host of research questions that are relevant to the broader academic community.

Source: Journal of Public Policy & Marketing

DOI: 10.1509/jppm.27.1.113

Authors: C.B. Bhattacharya, Daniel Korschun

Institutions: Boston University, University of Pittsburgh, European School of Management and Technology

Language: English

Topic: Corporate Social Responsibility and Sustainability

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W1985147085

FWCI: 2.658

Cites:

Cited by: 18

Related to: 10