在地方政府中实现最佳价值、伙伴关系和关系营销

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing Pub Date : 2003-05-01 DOI:10.1002/NVSM.208

P. Rees, H. Gardner

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引用次数: 31

摘要

本文认为，关系营销可以增强地方政府伙伴关系的性质。它首先考虑最佳价值的开发，特别强调伙伴关系和协作工作。本文对关系营销的发展及其定义进行了认识，并对相关问题进行了选择。然后考虑关系营销的两种分类，它们似乎与地方政府特别相关。信任的概念被挑选出来关注，然后提供关系营销的可能应用。结论提出了协作工作和关系营销的综合，并提出了一个显示关系营销可能促进作用的新模型。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Best value, partnerships and relationship marketing in local government

This paper contends that relationship marketing can enhance the nature of partnerships in local government. It considers first the development of best value, with particular emphasis on partnerships and collaborative working. The development of relationship marketing and its definitions are acknowledged along with a selection of related issues. Two taxonomies of relationship marketing are then considered which appear to have particular relevance to local government. The notion of trust is singled out for attention and possible applications of relationship marketing are then offered. The conclusion presents a synthesis of collaborative working and relationship marketing and a nascent model showing the possible facilitating role of relationship marketing.

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来源期刊

International Journal of Nonprofit and Voluntary Sector Marketing BUSINESS-

CiteScore

1.60

自引率

0.00%

发文量

期刊介绍： International Journal of Nonprofit and Voluntary Sector Marketing provides an international forum for peer-reviewed papers and case studies on the latest techniques, thinking and best practice in marketing for the not-for-profit sector. Its objective is to provide a forum for the publication of refereed papers and practice notes which are of direct relevance to the practitioner while meeting the highest standards of intellectual rigour. In so doing, the Journal seeks to encourage communication and the sharing of expertise between all those concerned with nonprofit marketing, including those who are involved with fundraising and marketing, public relations, advertising and communications, IT and database management, academics and consultants to the sector. The main sectors covered by International Journal of Nonprofit and Voluntary Sector Marketing are: Goods and services marketing, Fundraising, Advertising and promotion, Branding and positioning, Campaigns and lobbying, Ethics and fundraising, Information technology and database management, Sponsorship, Public relations, Events management.