It is no longer enough simply to satisfy consumer requirements. Instead, the company has to do everything it can to win the hearts and minds not just of customers but also of shareholders, suppliers, employees, and other stakeholders.
  
Of course the company has to seek to maximize profits, but this has to be done compatibly with environmental considerations, corporate ethics and governance, and other socially responsible behavior. Management that does not win public trust on all of these fronts is not sustainable.
  
Given the new business climate and the realization that marketing is all of the things the company does to earn customer approval, there are an astounding number of things that marketing has to do.
  
Executives -- marketers -- are being called upon to balance the conflicting claims of different stakeholders while basically satisfying them all. And prerequisite to doing this, marketing has to question all of the old assumptions and practices. What is really important in meeting today's demands? That is marketing's job.
  
Genma Akira
Shiseido