Research output: Chapter in Book/Report/Conference proceedingEntry for encyclopedia/dictionary


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.
Original languageEnglish (US)
Title of host publicationWiley Encyclopedia of Management
EditorsCary L. Cooper
ISBN (Print)978-1119972518
StatePublished - 2014

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    Humphreys, A. A. (2014). Megamarketing. In C. L. Cooper (Ed.), Wiley Encyclopedia of Management (3 ed., Vol. 9). Wiley.