Megamarketing

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

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.
Original languageEnglish (US)
Title of host publicationWiley Encyclopedia of Management
EditorsCary L. Cooper
PublisherWiley
Volume9
Edition3
ISBN (Print)978-1119972518
StatePublished - 2014

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  • Cite this

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