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| Author: | Knox, S. Gruar, C. |
| Title: | The application of stakeholder theory to relationship marketing strategy development in a non-profit organization |
| Journal: | Journal of Business Ethics
2007 : OCT, VOL. 75:2, p.115-135 |
| Index terms: | non-profit organizations relationship marketing stakeholders |
| Language: | eng |
| Abstract: | Non-profit (NP) organizations entail complex challenges in managing stakeholder relationships, which makes it essential to distinguish the stakeholders that really matters in order to create an effective relationship marketing strategy. This paper shows the successful application of a model, which combines Mitchell's theory of stakeholder saliency and Coviellos's framework of contemporary marketing practices in a leading NP organization in the U.K. Based on a cooperative enquiry approach the authors analyse stakeholder relationships, dominant marketing practices and the differing perceptions about the organization's marketing strategy. |
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