Purpose – The purpose of this paper is to evaluate the applicability of the stakeholder relationship marketing model, a new marketing model, to Chinese businesses. Design/methodology/approach – Within the stakeholder relationship marketing model holistic marketing performance is reflected in...

Purpose – To measure marketing performance in a holistic sense. Design/methodology/approach – To augment the prevailing customer relationship marketing paradigm, a holistic stakeholder relationship marketing paradigm is proposed in which holistic marketing performance is reflected in the...