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2009 | Relationship Marketing in Micro and Small Enterprises and Local Authorities - International Comparison | 54--69
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Implementation of Relationship Marketing in Public Administration Organisations

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It is important to indicate that a major part of the relationship marketing theory refers to private sector and there are very few theoretical and empirical studies into relational phenomena in the public sector governance. As a result, it seems reasonable that the implementation of relationship marketing is some challenge for both public governance practice and research studies. Relationship marketing in the public sector is a relatively recent phenomenon. The objective of the relational strategy is usually to improve levels of services rendered to citizens whilst optimising costs involved. (...) The very statement that marketing applied in a sector with no obvious profit motives could be possible was probably facilitated by the Social Exchange school of thought. Alderson and Mclnnes are credited with putting forward the perspective in question . They saw markets being created by the social relationship of producers of goods and services and users. Marketing is seen as an activity that generates a potential market relationship between producers and users. Kotler and Levy are generally thought to provide some starting point of not for profit (NFP) marketing. According to them non-business organisations could benefit from the use of marketing in the same manner business-oriented organisations did. (fragment of text)
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