Stakeholder ethics in a macromarketing framework

Abstract

Stakeholder ethics is concerned with the equitable

treatment of organisational stakeholders consumers, competitors, employees, suppliers, shareholders and society at large. A macromarketing

framework of philosophy, planning and practice provides an appropriate mechanism for a chievings take holder equity as a practical expression of stakeholder ethics. Organisational economic and social impacts on stakeholders are analysed in a Stakeholder Impact Matrix to provide the basis for mac romarketing strategies designed to produce an equitable balance between stakeholder needs.