Sphere of Marketology: Spectrum, Scope, Nature, Stakeholders, Features, and Functions

Abstract

For firms that want to survive and succeed in today’s violently competitive business environment, the proven rule of the game is to satisfy their key stakeholders by providing sustainable and superior value in the long term. This reality of business competition compels some companies to think and act more intelligently and proactively than they did before and also than their competitors; otherwise they will not succeed.