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Stakeholder management and the stakeholder matrix: Potential strategic marketing tools

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Journal of Market-Focused Management

Abstract

This article examines how marketers may be able to apply the stakeholder management process and the stakeholder matrix to marketing strategy formation. Existing marketing theory does not utilize the stakeholder management process when undertaking strategic marketing planing, although most marketing theory implicitly identifies the need to develop strategies that address the needs of multiple groups or stakeholders. By understanding and applying stakeholder theory, marketers should be able to develop more effective marketing strategies. While there is extensive management literature examining stakeholder theory, there is little marketing literature in this area, and this article attempts to partially fill this gap.

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Authors and Affiliations

  1. The Marketing Group, Department of Management, University of Newcastle, 2308, Newcastle, NSW, Australia

    Michael Jay Polonsky

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  1. Michael Jay Polonsky
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Polonsky, M.J. Stakeholder management and the stakeholder matrix: Potential strategic marketing tools. J Market-Focused Manage 1, 209–229 (1996). https://doi.org/10.1007/BF00190039

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