Case 8: Relationship Marketing in the Local Authority

  • Katarína PetríkováEmail author
  • Anna Vaňová
Part of the Applying Quality of Life Research: book series (BEPR)


Relationship marketing is used mainly in the private sector and focuses on the customers. In the public sector, directly in the local government, it is applicable too, but it has own specifics. It is influenced by the structure of stakeholders, available marketing tools of local government, laws, the obligations of local government, the structure of the public administration and so on.

The aim of the case study is to present the active use of the relationship marketing in the local government as a part of public sector. The aim of this chapter is to briefly describe the current situation of key relations with stakeholders and analyse the citizen relationships in Slovak local municipalities. In addition, we identify and explain the suitable methodology (tools and methods) on how to create, build and strengthen these relations by following the best practices in the local governments.


Local Government Local Authority Political Party Financial Institution Slovak Republic 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer Science+Business Media Dordrecht 2013

Authors and Affiliations

  1. 1.Faculty of Economics, Department of Regional Development and Public AdministrationUniversity of Matej BelBanská BystricaSlovak Republic

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