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...concept. ] Stakeholder analysis Edward Freeman’s concept of stakeholder analysis is often used as a strategic management theory to identify people and groups who have a vested interest in a business’s activities. This approach encompasses seeking engagement with such groups as employees, suppliers, competitors, members of the local community and others in the direct...

...concepts and terminology and highlights some differences between consumer and business-to-business marketing. The course is suitable for a variety of learners, including small business owners and those working in small businesses with limited access to specialists, as well as marketing professionals and those thinking about pursuing a course of study to become a marketing...