Relationship marketing, relational capital and the future of marketing in public service organizations

Mclaughlin, Kate, Chew, Celine and Osborne, Stephen P. 2009. Relationship marketing, relational capital and the future of marketing in public service organizations. Public Money and Management 29 (1) , pp. 35-42. 10.1080/09540960802617343

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Abstract

This article proposes an innovative model of marketing practice for public services. This is rooted in the paradigm of relationship marketing and emphasizes the need to build relational capital between and within organizations operating in the public services arena. It is argued that this is essential for the effective management of contemporary public services in the fragmented state

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Publisher:	Taylor & Francis
ISSN:	0954-0962
Last Modified:	19 Mar 2016 22:39
URI:	https://orca.cardiff.ac.uk/id/eprint/22994

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