Stakeholder marketing in the agri-food and oleochemical industries

Stakeholder marketing is in the midst of a development and of development and integration in companies like market orientation in the market orientation in the 1990s and which, until recently, was not widespread in was not widespread in African companies. This book sheds light on the situation in Cameroonian firms and the relationship between the type of firm This book sheds light on the situation in Cameroonian companies and the relationship between the type of company and the variables of stakeholder marketing. The majority of firms have integrated other stakeholders into their marketing their marketing approach. Many have even implemented sustainable development marketing practices. marketing practices. In addition, the influence of marketing practices on stakeholder categories, stakeholder management management style, the degree of stakeholder orientation, the nature and intensity of stakeholder orientation, the nature and intensity of marketing practices towards stakeholders stakeholder orientation, the nature and intensity of stakeholder marketing practices and the degree of integration of sustainability requirements stakeholder orientation, the nature and intensity of stakeholder marketing practices and the degree of integration of sustainability requirements depend on the size of the company. There is also a relationship between corporate culture and the influence of marketing practices on stakeholders, the management style and the degree of stakeholder orientation.

Autorentext
Dr. Pierre Claver Ambassa Bikoun is a marketing professional trained at the ESSEC of Douala-Cameroon. He has been in charge of sales development in several companies for more than 20 years. He is currently Head of the Research and Development Division at SOPECAM, Researcher and Expert Consultant in Marketing Management.