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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 1991 MCB UP Ltd. All rights reserved.
- ISSN
- 0309-0566
- DOI
- 10.1108/03090569110003553
- Publisher site
- See Article on Publisher Site
Abstract
The stakeholder approach and two value exchange models are offered as tools to assist market managers to strategically manage the marketing function. The stakeholder concept is introduced to aid in identifying all of the constituents and other stakeholders of marketing, both internal and external, and to more completely recognise the various stakes involved. The Corporate Value Exchange Model provides the means for integrating and quantitatively measuring the most important direct value exchange relationships with the constituents and/or indirectly among them; and the Individual Value Exchange Model is suggested for use in analysing interpersonal and other one‐on‐one value exchange relationships.
Journal
European Journal of Marketing – Emerald Publishing
Published: Aug 1, 1991
Keywords: Marketing management; Models; Value analysis