Marketers have long held the view that the customer should be central to all they think about, all they do. Yet the developments of the last few years have shown that other forces are at play that can be at least as powerful and long lasting. A broader group of stakeholders exists whose needs and interests must be understood and satisfied in the quest for a strong corporate reputation and business success. Most recently the impact of the internet and social media has amplified the power of individuals to comment on, and ultimately to influence, the activities of organizations of all types.
This handbook examines the identification of stakeholders: internal, connected and external, their ability to affect the organization, and how organizations should relate to them. It also examines the organization itself and the factors which influence the development of its corporate image among its various stakeholder audiences.
Terry Nicklin has over thirty years’ experience of marketing in product and service-based organisations. He has worked at Marketing Director level in global markets for companies in technology and professional services, and has consulted for public and private sector clients including BT, Bosch, GE and Unilever. He runs PR and marketing consultancy Keynote PR to provide high quality marketing support to B2B clients in technology and business services sectors. At Cambridge Marketing College, Terry is Course Director for Digital Marketing. He is Chairman of the Chartered Institute of Marketing (CIM) Cambridgeshire Branch, and a Member of the CIM East Regional Committee. He was awarded a CIPR Gold Award in 2012.