You are here

Stakeholder Marketing
Share

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.
 
Introduction
 
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
 
Implementation
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

Preview this book

For instructors

This book is not available as a review copy. For more information contact your local sales representative.

Select a Purchasing Option


Paperback
ISBN: 9780761968481
$26.00

Hardcover
ISBN: 9780761968474
$74.00