Professional Documents
Culture Documents
Management
Cumbria and Lancashire
Communications Network
meeting
Definition
Stakeholder Management
There are two major elements to Stakeholder
Management: Stakeholder Analysis and Stakeholder
Planning.
1. Stakeholder Analysis is the technique used to identify
the key people who have to be won over.
2. You then use Stakeholder Planning to build the
support that helps you succeed.
Stakeholder Power
Examples:
1. Positional e.g. authority
2. Resource e.g. control, obtain and create
thereby influencing
3. System e.g. network power via connections
4. Expert e.g. through expertise and reputation
5. Personal e.g. charisma and personality
Low
High
Low
A Minimal effort
B Keep informed
High
C Keep satisfied
D Key players
Power
Group Activity
Partners
Allies
Passive supporters
Bedfellows
Fence-sitters (whose allegiance is not clear)
Loose canons
Opponents and adversaries
Voiceless
Pressure/Interest/Lobby
Groups
Celebrity?
Opinion
leader?
Endorsement?
Word of mouth
CLIENT
CUSTOMER
PROSPECT
Emphasis on
developing and
enhancing
relationships
(Customer
keeping)
Think of a current
campaign: which
tools could you use
for each step of the
rung?
Characteristics of relationship
marketing
The 4 Dimensions
Bonding
Empathy
Selection trial
Reciprocity
Trust
Satisfaction
Loyalty
Advocacy
2.
Identify 2 internal
stakeholders and 2
external
stakeholders that
were key players
in a recent
product/service
launch
For these 4
stakeholder
groups propose a
suitable marketing
mix
7.
8.
9.