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1、外文翻译原文StakeholderMarketing:BeyondtheFourPsandtheCustomerMaterialSource:AmericanMarketingAssociationAuthor:C.B.BhattacharyaandDanielKorschunTobetterunderstandthefullimpactofmarketingonsociety,thereisanurgentneedfornewresearchthatlooksbeyondcustomersasthetargetofma
2、rketingactivitiesandfirmsastheprimaryintendedbeneficiary.Aconsortiumofleadingscholarsandpractitionerswasconvenedtodiscusshowadoptingastakeholderperspectivegivesbirthtoahostofresearchquestionsthatarerelevanttothebroaderacademiccommunity.TheStakeholderMarketingCons
3、ortium,acollaborativeprojectbetweenAspenInstitute’sBusinessandSocietyProgramandBostonUniversityandsupportedbytheMarketingScienceInstitute,isaforumforinnovativeresearchandcollaborationamongleadingmarketingscholarsandpractitionersthatisdesignedtogeneratenewresearch
4、thatlooksbeyondcustomersasthesoletargetofmarketingactivities.Theconsortiumisenvisionedasamultiyearendeavorthatwillgenerateandsupportnewscholarship.Theconsortium’sfirst,invitation-onlyconvening,StakeholderMarketing:BeyondtheFourPsandtheCustomer,waschairedbyC.B.Bha
5、ttacharyaoftheBostonUniversitySchoolofManagementandwasheldattheAspenMeadowsResortonSeptember14–15,2007,inAspen,Colo.Theobjectiveoftheconferencewastoexplorenewfrontiersofmarketingbyaddressinglongstandingmarketingquestionsplacedwithinamuchbroadercontext—reexamining
6、thecustomerrelationship—andbyexaminingtheimpactsofmarketingactivitiesonahostofotheractors(i.e.,employees,regulators,investors,andsocietyatlarge).Theconferenceentailedfiveacademicsessions,eachledbyafour-memberpanelofscholarswhoframedextantknowledgeandidentifiedopp
7、ortunitiesforfurtherresearch.Theacademicsessionswereinterspersedwithperspectivesofsenior-levelpractitionersfromMcKinsey&Company,TheGap,GirlScoutsofAmerica,VisaInternational,andFrito-Lay.Moredetailedinformationaboutthismeetingisavailableathttp://stakeholder.bu.edu
8、.Session1:NewRoleofMarketingSessionPanelRohitDeshpandé(HarvardUniversity),RonHill(VillanovaUniversity),DavidMick(UniversityofVirginia),andMadhuVishwanathan(Uni
