1(Corresponding Author) School of Business, Monash University Jalan Lagoon Salatan, 46150 Bandar Sunway, Selengor, Malaysia
2Nottingham University Business School, The University of Nottingham Malaysia Campus, Jalan Broga 43500 Semenyih, Selangor, Malaysia
This paper tries to identify the relative importance and the degree of influence that the stakeholders of an organization exert on its environmental marketing practices. Stakeholders are classified into three groups based on their relative importance. Differentiated strategies are proposed to connect with each group of stakeholders.
Environmental marketing, stakeholder influence
