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A stakeholder theory approach to designing environmental marketing strategy (1995)

Polonsky, Michael Jay

Bradford : Emerald

The @journal of business & industrial marketing 10 (1995), S. 29-46

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ISSN: 0885-8624

Source: Emerald Fulltext Archive Database 1994-2005

Topics: Economics

Notes: Discusses stakeholder theory (ST) in the context of developingenvironmental marketing strategy. ST has not been utilized extensivelyin the marketing literature. Discusses how environmental marketingstrategy can be improved by following the four-step stakeholdermanagement process. This process involves: identifying the relevantstakeholder groups; determining the stake of each group; determining howeffectively the "expectations" of each group are met; anddeveloping corporate objectives and priorities that consider thestakeholder's interests. Through understanding and attempting tosocialize key stakeholders, environmental marketing strategy can be mademore effective. Provides some examples of the stakeholder socializationprocess.

Type of Medium: Electronic Resource

URL: http://dx.doi.org/10.1108/08858629510096201

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