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Stakeholder Marketing

Stakeholder Marketing

September 2020 | 208 pages | SAGE Publications Ltd
The philosophical underpinning of this book is that all organizations need to be aware of their stakeholders (shareholders) and know how to communicate with and manage them. Using a number of contemporary case studies both as examples and employing vignettes to outline core areas of theory, the text attempts to put together a number of tools to gauge and measure contemporary government and political activity. Its central argument is that marketing can be applied equally to societal life as it can to the commercial market.
Development of Not-for-Profit Marketing
Non-Governmental Organization Campaigning and Services Marketing within the Modern Public State  
Applying the Marketing Audit within Stakeholder Society
Segmentation and the Marketing Mix Using Cases
Market Orientation, Reputation Management, Corporate Identity and Corporate Governance within Modern Society
Management and Control  
Evolving Communication
E-Marketing/Government, Resistance and NGO Dialogue  
Lobbying Pressure Groups, Fund-Raising, Cause Related Marketing, Machiavelli, Milton and Faust
Political Marketing
Pressure and Campaigns  
Future Directions and Regulating the Regulators

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ISBN: 9780761968481

ISBN: 9780761968474