A stakeholder approach to relationship marketing strategy: The development and use of the “six markets” model

The purpose of this paper is to examine the development, extension and use of the "six markets" model and to outline a framework for analyzing stakeholder relationships and planning stakeholder strategy. The "six markets" stakeholder model is examined. Refinement of the model and...

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Bibliographic Details
Published in:European journal of marketing 2005-01, Vol.39 (7/8), p.855-871
Main Authors: Payne, Adrian, Ballantyne, David, Christopher, Martin
Format: Article
Language:English
Subjects:
Employees
Market strategy
Marketing
Planning
Relationship marketing
Stakeholders
Stockholders
Strategic management
Strategic planning
Studies
Citations: Items that this one cites
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Summary:The purpose of this paper is to examine the development, extension and use of the "six markets" model and to outline a framework for analyzing stakeholder relationships and planning stakeholder strategy. The "six markets" stakeholder model is examined. Refinement of the model and improved understanding as a result of field-based research is described. A stakeholder relationship planning framework is proposed. The paper examines the use of the "six markets" model in a wide range of organizational contexts utilizing a range of research approaches. A stakeholder relationship planning model is developed consisting of four inter-related elements, i.e. stakeholder value propositions, value delivery design, stakeholder relationship marketing plans, and measurement and feedback.
ISSN:0309-0566
1758-7123
DOI:10.1108/03090560510601806