Journal of Management Research
Volume 11, Number 2 ( August 2011)
ISSN: 0972-5814 Online ISSN: 0974-455X
Stakeholder Influences on Environmental Marketing
Sumesh R Nair and Nelson Oly Ndubisi
| Abstract |
This paper tries to identify the relative importance and the degree of influence that the stakeholders of an organization exert on its environmental marketing practices. Stakeholders are classified into three groups based on their relative importance. Differentiated strategies are proposed to connect with each group of stakeholders.
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