The question of how stakeholders and stakeholder theory can be considered in organizational activities and marketing theory is an issue that most certainly seems to warrant further consideration. The works in this e-book have advanced this debate and identified some directions that could be considered. Stakeholder thinking is however not necessarily a paradigm shift in marketing thinking, although some might believe it is, but rather it broadens existing concepts such as relationship marketing, network theory, organizational social responsibility and other areas. Hopefully the papers presented in this e-book will encourage others to consider the inclusion of stakeholders into broader areas of marketing.