Definitions | What is the meaning of Stakeholder Management?
„Companies are becoming increasingly dependent on their employees, their suppliers, their distributors and dealers, and their advertising agency. This dependence involves some loss of company freedom of action, but it increases the prospect of higher productivity and profitability. The key is for the company to form close relationships with its stakeholders. The company needs build a network of partners that all gain from their joint strategy and behavior. Mutual trust is the bond. Selecting good partners and motivating them is the key to stakeholder marketing.“
Philip Kotler (2003)
Source: Kotler, P. (2003): Marketing Management. 11th edn. Upper Saddle River, NJ: Prentice-Hall: 119. Zitiert in: Freeman, R. E., Harrison, J. S., Wicks, A. C., Parmar, B. L., De Colle, S. (2010): Stakeholder Theory. The state of the art. Cambridge: Cambridge University Press: 153