Stakeholder Marketing: Beyond the Four Ps and the Customer

American Marketing Association, Vol. 27 (1) Spring 2008, 113–116

5 Pages Posted: 1 Oct 2013

See all articles by CB Bhattacharya

CB Bhattacharya

European School of Management and Technology (ESMT); Katz Graduate School of Business University of Pittsburgh

Daniel Korschun

Boston University

Date Written: 2008

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.

Keywords: stakeholder marketing, corporate social responsibility, customer orientation

Suggested Citation

Bhattacharya, Chitrabhanu and Korschun, Daniel, Stakeholder Marketing: Beyond the Four Ps and the Customer (2008). American Marketing Association, Vol. 27 (1) Spring 2008, 113–116, Available at SSRN: https://ssrn.com/abstract=2333531

Chitrabhanu Bhattacharya (Contact Author)

European School of Management and Technology (ESMT) ( email )

Schlossplatz 1
10117 Berlin
Germany

Katz Graduate School of Business University of Pittsburgh ( email )

Pittsburgh, PA
United States
4123834212 (Phone)

HOME PAGE: http://www.business.pitt.edu/faculty/bhattacharya

Daniel Korschun

Boston University ( email )

595 Commonwealth Avenue
Boston, MA 02215
United States

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