<DIV><BR>Marketers have long held the view that the customer should be central to all do. Yet the developments of the last few years have shown that other forces are at play that can be just as powerful and long lasting as customer satisfaction. A broader group of stakeholders exists, whose needs and interests must be understood and satisfied in the quest for a strong, positive corporate reputation and business success. Most recently, the impact of the Internet and social media has accelerated and amplified the power of individuals to comment on - and ultimately to influence - the activities of organizations of all types. <I>The</I> <I>Cambridge Marketing Handbook: Public Opinion and Partners</I> examines the identification of stakeholders: internal, connected and external, their ability to affect the organization, their interests and concerns, and how organizations should relate to them. It also examines the organization itself and the factors which influence the development of its corporate image among its various stakeholder audiences.</DIV>