The application of stakeholder theory to relationship marketing strategy development in a non-profit organization

Journal of Business Ethics 75 (2):115 - 135 (2007)
Non-profit (NP) organizations present complex challenges in managing stakeholder relationships, particularly during times of environmental change. This places a premium on knowing which stakeholders really matter if an effective relationship marketing strategy is to be developed. This article presents the successful application of a model, which combines Mitchell’s theory of stakeholder saliency and Coviello’s framework of contemporary marketing practices in a leading NP organization in the U.K. A cooperative enquiry approach is used to explore stakeholder relationships, dominant marketing practices, and to surface differing perceptions about the organization’s marketing strategy. Resolving these differences sets the scene for developing choices in marketing strategy for the future.
Keywords empirical study  non-profit organization  relationship marketing strategy development  stakeholder saliency
Categories (categorize this paper)
DOI 10.2307/25123980
 Save to my reading list
Follow the author(s)
My bibliography
Export citation
Find it on Scholar
Edit this record
Mark as duplicate
Revision history Request removal from index
Download options
PhilPapers Archive

Upload a copy of this paper     Check publisher's policy on self-archival     Papers currently archived: 16,658
External links
Setup an account with your affiliations in order to access resources via your University's proxy server
Configure custom proxy (use this if your affiliation does not provide a proxy)
Through your library
References found in this work BETA

Add more references

Citations of this work BETA

View all 12 citations / Add more citations

Similar books and articles
Stephen H. Fuller (1982). Becoming the Organization of the Future. Journal of Business Ethics 1 (2):115 - 118.

Monthly downloads

Added to index


Total downloads

44 ( #76,576 of 1,725,989 )

Recent downloads (6 months)

6 ( #109,857 of 1,725,989 )

How can I increase my downloads?

My notes
Sign in to use this feature

Start a new thread
There  are no threads in this forum
Nothing in this forum yet.