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The Development and Use of the Six Markets Model

Satisfactory Essays

Introduction
The idea that business organisations have a range of stakeholders other than shareholders is obvious. Yet stakeholder theory has not guided mainstream marketing practice to any great extent (Polonsky, 1995). To use the theory/practice distinction provided by Argyris and Schon (1978), it is a theory espoused rather more than a theory practiced in action.

Research by Freeman and Reed (1983) traced the origins of the stakeholder concept to the Stanford Research Institute. They suggest a SRI internal document of 1963 is the earliest example of the term’s usage. This document included customers, shareowners, employees, suppliers, lenders and society in its list of stakeholders. The stakeholder concept has attracted …show more content…

Finally, we discuss the managerial and research issues associated with stakeholder theory in marketing and review some future research opportunities.

Our objective is to explain how a conceptual stakeholder model has practical application in marketing management and in this way make a contribution towards eliminating the current gap between stakeholder theories and marketing practice.

Relationship marketing and the role of stakeholders Marketing interest in relationship based strategic approaches has increased strongly over the last decade in line with expanding global markets, the ongoing deregulation of many industries and the application of new information and communication technologies.
Notwithstanding, practitioners and academics alike can overlook the fact that business and industrial relationships are of many kinds (Wilkinson and Young, 1994), and that an understanding of the value generating processes is required (Anderson and Narus, 1999; Donaldson and O’Toole, 2002; Gro¨nroos, 1997; Payne and Holt, 1999; Ravald and Gro¨nroos, 1996; Tzokas and Saren, 1999; Wilson and Jantrania, 1994).

Understanding the role of long-term relationships with both customer and other stakeholder groups has been largely neglected in the mainstream marketing literature but is acknowledged in the relationship marketing literature (e.g. Gro¨nroos,

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