|Original language||English (US)|
|Title of host publication||Wiley Encyclopedia of Management|
|Editors||Cary L. Cooper|
|State||Published - 2014|
Megamarketing is the process by which a firm attempts to shape its structural and institutional environment. It can be pursued through attempts to manage regulatory, normative, and cultural-cognitive legitimacy, often with appeals to a variety of stakeholders including public policy makers, journalists, customers, and the general public.