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Stakeholder Marketing: Beyond the Four Ps and the Customer
Articles and Chapters
  • Benjamin Lawrence, Cornell University
  • C. B. Bhattacharya, Boston University
Publication Date
[Excerpt] This year’s Stakeholder Marketing Conference was hosted by Boston University in partnership with The Aspen Institute and the Marketing Science Institute. Consortium members included leading scholars of business as well as senior practitioners who were tasked with pushing scholarly debate in marketing to include often neglected stakeholders (i.e. employees, investors, society at large, and regulators). Building on the previous year’s conference in Aspen, Colorado, the conference focused on the complexities of marketing to different stakeholders and the difficult role of managing the often divergent interests of multiple stakeholders. Key topics of discussion included: • Stakeholder Orientation: Why Now? What’s the Rush? • Shareholder vs. Stakeholder: Conflict or Harmony? • Creating a Stakeholder Orientated Organization • Implementing Stakeholder Orientated Marketing Strategies • Measuring Stakeholder Orientation Effectiveness

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Copyright held by the authors. Reprinted with permission. All rights reserved.

Citation Information

Lawrence, B., & Bhattacharya, C. B. (2009). Stakeholder marketing: Beyond the four Ps and the customer (Special Report 09-200) [Electronic version]. Cambridge, MA: Marketing Science Institute. Retrieved [insert date], from Cornell University, School of Hospitality Administration site: