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Stakeholder Theory And Marketing: Moving From A Firm-Centric To A Societal Perspective, Gene R. Laczniak, Patrick E. Murphy
Stakeholder Theory And Marketing: Moving From A Firm-Centric To A Societal Perspective, Gene R. Laczniak, Patrick E. Murphy
Marketing Faculty Research and Publications
This essay is inspired by the ideas and research examined in the special section on “Stakeholder Marketing” of the Journal of Public Policy & Marketing in 2010. The authors argue that stakeholder marketing is slowly coalescing with the broader thinking that has occurred in the stakeholder management and ethics literature streams during the past quarter century. However, the predominant view of stakeholders that many marketers advocate is still primarily pragmatic and company centric. The position advanced herein is that stronger forms of stakeholder marketing that reflect more normative, macro/societal, and network-focused orientations are necessary. The authors briefly explain and justify …
Ethics Of Marketing, Gene R. Laczniak
Ethics Of Marketing, Gene R. Laczniak
Marketing Faculty Research and Publications
No abstract provided.