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Journal article
Stakeholder marketing: Beyond the four Ps and the customer
Journal of public policy & marketing, v 27(1), pp 113-116
01 Apr 2008
Featured in Collection : UN Sustainable Development Goals @ Drexel
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.
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Details
- Title
- Stakeholder marketing: Beyond the four Ps and the customer
- Creators
- C. B. Bhattacharya - Boston UniversityDaniel Korschun - Boston University
- Publication Details
- Journal of public policy & marketing, v 27(1), pp 113-116
- Publisher
- Sage
- Number of pages
- 4
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Marketing
- Web of Science ID
- WOS:000256278700013
- Scopus ID
- 2-s2.0-45449102723
- Other Identifier
- 991021887013304721
UN Sustainable Development Goals (SDGs)
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Data related to this publication, from InCites Benchmarking & Analytics tool:
- Web of Science research areas
- Business