Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
11ENV
Bm
Broadened Marketing
Family
17. Stakeholders and Sustainability (VI · Context)
Era
Period 1: Foundations, to 1969
Block
ENV · Environment and context
Tier
Landmark
Cell card
Description
Kotler and Levy argued that marketing is a pervasive societal activity that applies to nonbusiness organizations, causes, and ideas, broadening the concept beyond commercial exchange.
Managerial Implications
Marketing principles apply to any exchange, including with employees, investors, regulators, and communities. Managers should treat each stakeholder group as a market: understand what they value, what they give in return, and how they judge the organization. Internal marketing of strategy to employees and credible communication with regulators follow the same logic as customer marketing, and are often the weaker links.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
