Publication type: Conference paper
Type of review: Editorial review
Title: A stakeholder perspective to developing a supportive network of marketing
Authors : Polonsky, Michael J.
Schuppisser, Stefan
Proceedings: Marketing connections : abstracts of papers presented at the Australia New Zealand Marketing Academy Conference, University of Otago, Dunedin, New Zealand, 30 November-2 December, 1998
Pages : 2017
Pages to: 2023
Conference details: Australia New Zealand Academy of Marketing Conference, Dunedin, New Zealand, 30 November - 2 December 1998
Issue Date: 1998
Publisher / Ed. Institution : University of Otago
Publisher / Ed. Institution: Dunedin
ISBN: 9781877156083
1877156086
Language : English
Subjects : Relationship marketing
Subject (DDC) : 658.8: Marketing management
Abstract: This paper examines how stakeholder theory can be applied to developing better marketing relationships. Such relationships evolve over time and it is suggested that they pass through several stages before any stakeholder serves as an advocate of the firm. This infers that there is true long-term collaboration between the parties, where each understands and assists the other in achieving their desired objectives.
URI: https://digitalcollection.zhaw.ch/handle/11475/12817
Fulltext version : Published version
License (according to publishing contract) : Licence according to publishing contract
Departement: School of Management and Law
Organisational Unit: Center for Enterprise Development (ZUE)
Appears in Collections:Publikationen School of Management and Law

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