The Evolution of Marketing as an Innovative Knowledge Stream: The Evolving Role of Stakeholder Causal Scope

Shams, Riad (2018) The Evolution of Marketing as an Innovative Knowledge Stream: The Evolving Role of Stakeholder Causal Scope. In: Innovation and Capacity Building: Cross-disciplinary Management Theories for Practical Applications. Palgrave Studies in Cross-disciplinary Business Research (1). Palgrave, Hampshire, UK, pp. 151-166. ISBN 9783319909448

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Abstract

The aim of this chapter is to discuss the evolution of marketing as a field of practice and academic discipline, the different eras of its evolution and relevant market factors and competitive factors to reinforce our perceptions of the advances of marketing dynamics that extend competitive advantage and ensure business sustainability. An inductive constructivist approach is followed to support findings from the reviewed literature. These illustrate six eras in the evolution of marketing and recommend an analysis of the causes and consequences of stakeholder relationships and interactions as a stakeholder causal scope of strategic market/stakeholder orientation, as an alternative approach to building capacity in dealing with the contemporary competitive markets, with an aim to prolong competitive advantage.

Item Type:	Book Section
Subjects:	N500 Marketing
Department:	Faculties > Business and Law > Newcastle Business School
Depositing User:	Paul Burns
Date Deposited:	15 Aug 2019 17:14
Last Modified:	19 Nov 2019 09:47
URI:	http://nrl.northumbria.ac.uk/id/eprint/40368

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