Best value, partnerships and relationship marketing in local government

Rees, Patricia L. and Gardner, Hanne (2003) Best value, partnerships and relationship marketing in local government. International journal of nonprofit and voluntary sector marketing, 8 (2). 143-152.. ISSN 1465-4520

File not available for download.

Abstract

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.