Scanning both the academic and popular business literature of the last 40 years in a search for indications of how to be most successful in business must leave any reader in a puzzled state of mind. "Being close to the customer", efficient consumer response, Total Quality Management, shareholder...

An important development that contributes to store brands’ growing success in the grocery market is the increasing number of discount stores that sell predominantly own, private-label, brands. To fight private labels, manufacturers of national brands feel increasingly compelled to develop...

This conceptual paper argues that the marketing discipline should move away from its rather restrictive focus on customers toward a view of marketing that acknowledges the interrelatedness of stakeholders. Building on multiplicity theory, this paper presents stakeholder marketing as a revised...