Original language | English (US) |
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Title of host publication | Wiley Encyclopedia of Management |
Editors | Cary L. Cooper |
Publisher | Wiley |
Volume | 9 |
Edition | 3 |
ISBN (Print) | 978-1119972518 |
State | Published - 2014 |
Abstract
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.