Stakeholder marketing: Why "stakeholder" was omitted from the American Marketing Association's official 2007 definition of marketing and why the future is bright for stakeholder marketing

Journal of Public Policy and Marketing

Volumn 29, Issue 1, 2010, Pages 89-92

  Gundlach, Gregory T ^a,b   Wilkie, William L ^c  

^a UNIVERSITY OF NORTH FLORIDA   (United States)

^b American Antitrust Institute   (United States)

^c UNIVERSITY OF NOTRE DAME   (United States)

Author keywords

Corporate social responsibility; Definition of marketing; Stakeholder marketing

Indexed keywords

EID: 77953243760     PISSN: 07439156     EISSN: 15477207     Source Type: Journal    
DOI: 10.1509/jppm.29.1.89     Document Type: Review

References (10)

1. Bhattacharya, C.B. (2008), personal correspondence, (November 14).
2. -and Daniel Korschun (2008), "Stakeholder Marketing: Beyond the Four Ps and the Customer," Journal of Public Policy & Marketing, 27 (Spring), 113-116
3. Gundlach, Gregory T. (2007), "The American Marketing Association's 2004 Definition of Markteting: Perspectives on Its Implications for Scholarship and the Role and Responsibility of Marketing in Society," Journal of Public Policy & Marketing, 26 (Fall), 243-250
4. -and William L. Wilkie (2009), "The American Marketing Association's New Definition of Marketing: Perspective and Commentary on the 2007 Revision," Journal of Public Policy & Marketing, 28 (Fall), 259-264
5. Hunt, Shelby D. (2007), "A Responsibilities Framework for Marketing as a Professional Discipline," Journal of Public Policy & Marketing, 26 (Fall), 277-283
6. Lusch, Robert F. (2008), personal correspondence, (June 8). -and Stephen L. Vargo, eds. (2006), The Service-Dominant Logic of Marketing. Armonk, NY: M.E. Sharpe.
7. Sheth, Jagdish N. and Ragendra S. Sisodia (2006), Does Marketing Need Reform? Fresh Perspectives on the Future. Armonk, NY: M.E. Sharpe.
8. The Stakeholder Marketing Consortium 2009, "Overview," (accessed March 23, 2010), [available at http://stakeholder.bu.edu/index.html].
9. William I. Wilkie and Elizabeth S. Moore (2007), "What Does the Definition of Marketing Tell Us About Ourselves?" Journal of Public Policy & Marketing, 26 (Fall), 269-276
10. Zinkhan, George M. and Brian C. Williams (2007), "The New American Marketing Association Definition of Marketing: An Alternative Assessment," Journal of Public Policy & Marketing, 26 (Fall), 284-288