STAKEHOLDER MARKETING: TOWARDS BETTER UNDERSTANDING OF SOCIAL RESPONSIBILITY IN MARKETING

Marija Cutura ()
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Marija Cutura: University of Mostar

Economic Thought and Practice, 2018, vol. 27, issue 1, 141-156

Abstract: The questions of social responsibility of marketing have emerged in the contemporary society. At the same time social orientation of marketing has different developing forms in marketing theory. Recently, stakeholder theory as one of the theories of social responsibility in business has its reflection in marketing theory. Stakeholder approach requires broadening the scope from market-centric perspective towards stakeholder perspective in marketing. Stakeholder marketing has established foundational support for broadening marketing field and can be defined as activities and processes within a system of social institutions that facilitate and maintain value through exchange relationships with multiple stakeholders. The main purpose of this paper is to analyze specific developing forms of social orientation in marketing theory that contribute to development of socially responsible marketing. The main goal of this paper is to indicate the most important contributions of stakeholder perspective in development of social responsibility in marketing.

Keywords: social orientation of marketing; stakeholder marketing; social responsibility of marketing (search for similar items in EconPapers)
JEL-codes: M14 M31 (search for similar items in EconPapers)
Date: 2018
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