search query: @author Beldona, S. / total: 4
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| Author: | Polonsky, M.J. Schuppisser, S.W. Beldona, S. |
| Title: | A stakeholder perspective for analyzing marketing relationships |
| Journal: | Journal of Market-Focused Management
2002 : JUN, VOL. 5:2, p. 109-126 |
| Index terms: | RELATIONSHIP MARKETING STAKEHOLDERS |
| Language: | eng |
| Abstract: | This paper proposes a framework that enables the application of stakeholder theory to the analysis of marketing relationships. By distinguishing between different types of stakeholder relationships, stretching from the positive to the negative side of relationships, and describing the various relational factors that shape a specific relationship, the proposed framework enables marketers to analyze their firm's diverse relationships. |
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