Stakeholder Marketing: Beyond the Four Ps and the Customer

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: society, stakeholder marketing, role of marketing, social responsibility

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