Abstract
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.
Case prepared by Katarína PETRÍKOVÁ and Anna VAŇOVÁ
Case country: Slovak Republic
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Bauerová A et al (2008) Řízení obcí I. PB tisk Příbram, Praha, p 263
Bunčák M et al (2005) Spoločensky zodpovedné podnikanie. Nadácia Integra, Bratislava. http://www.blf.sk. Accessed 13 Dec 2008
Conway T, Whitelock J (2004) Can relationship marketing enhance strategic thinking in the public sector? A study of the perceived relationship between subsidised theatres and their government funders/regulators. Int J Nonprofit Volunt Sect Mark 9(4):320–334
Donaldson B, O’Toole T (2007) Strategic market relationships. Wiley, Chichester
Egan J (2008) Relationship marketing. Exploring relational strategies in marketing. Ashhord Colour Press, Gosport
Garcia de Madagiara J, Valora C (2007) Stakeholders management systems. J Bus Ethics 71(4):425–439
Gummesson E (1994) Making relationship marketing operational. Int J Serv Ind Manag 5(5):5–20
Gummesson E (2008) Total relationship marketing. Butterworth – Heinemann, Oxford
Hanis M (2008) Zákaznícka lojalita a CRM. In: Veldan. Available: http://www.veldan.sk. Accessed 12 Dec 2008
Harwood T, Garry T, Broderick A (2008) Relationship marketing – perspectives, dimensions and contexts. Bell and Bain, Glasgow
Healy M et al (2001) The old, the new and the complicated. A trilogy of marketing relationships. Eur J Mark 35(1/2):182–193
Huml J (2010) (online) Znalosti – základ vztahového marketingu. Available: http:// HYPERLINK “http://www.agris.cz”, www.agris.cz. Accessed 31 Aug 2010, pp 380–384
Jakubíková D (2008) Strategický marketing. Grada, Praha
Jurgens M, Berthon P, Papania L, Shabbir HA (2010) Stakeholder theory and practice in Europe and North America: the key to success lies in a marketing approach. Ind Mark Manag, pp 1–6. Available: http://dx.doi.org/10.1016/j.indmarman.2010.02.01. DOI:10.1016/j.indmarman.2010.02.01.%20Accessed%201. Accessed 1 Aug 2010
Kubina M, Lendel V (2007) Využitie moderných manažérskych metód a CRM v procese riadenia organizácie. In: Manažment v teórii a praxi, pp 29–36
Lukášová R, Bajdak A et al (2009) Relationship marketing in micro and small enterprises and local authorities – international comparison Karol Adamiecki. Faculty of Economics Katowice, Katowice
MacMillan K et al (2005) Relationship marketing in the not-for-profit sector: an extension and application of the commitment–trust theory. J Bus Res 58:806–818
Marasová J (2008) Vnútorná a vonkajšia dimenzia sociálnej funkcie podniku. Ekonomická fakulta UMB, Banská Bystrica
Möller K, Halinen A (2000) Relationship marketing theory: its roots and direction. J Mark Manag 16(1):29–54
Murphy B, Wang R (2006) An evaluation of stakeholder relationship marketing in China. Asia Pac J Mark Logist 18(1):7–18
Payne A (2006) Handbook of CRM. Butterworth-Heinemann, Oxford
Petríková K (2009) Vymedzenie obsahu pojmu marketing vzťahov v miestnej samospráve. In: Medzinárodná doktorandská konferencia Scientia Iuventia. Ekonomická fakulta Univerzity Mateja Bela, Banská Bystrica
Petríková K (2010) Riadenie vzťahov s občanmi. In: Medzinárodná doktorandská konferencia Scientia Iuventia. Ekonomická fakulta Univerzity Mateja Bela, Banská Bystrica
Petrovičová J, Vaňová A (2008) Využitie vzťahového marketingu v podmienkach miestnych samospráv. In: Aktuálne marketingové trendy v teórii a praxi. Žilina: Žilinská univerzita, 2008, pp 156–161
Schellong A (2009) CRM in the public sector – towards a conceptual research framework. National conference of digital government, pp 326–332. Available: http://portal.acm.org. Accessed 13 Nov 2009
Sun B, Shibo L, Zhou C (2006) Adaptive learning and proactive customer relationship marketing. J Interact Mark 20(3/4):82–96. Available: http://www.tepper.cmu.edu. Accessed 23 Aug 2010
Vaňová A (2004) Marketing územia – vybrané problémy. Ekonomika a spoločnosť, Banská Bystrica, pp 104–111
Warnaby G, Finney J (2005) Creating customer value in the not-for-profit sector: a case study of the British Library. Int J Nonprofit Volunt Sect Mark 10(3):183–195
Wessling H (2003) Aktívni vztah k zákazníkům pomocí CRM. Grada, Praha
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2013 Springer Science+Business Media Dordrecht
About this chapter
Cite this chapter
Petríková, K., Vaňová, A. (2013). Case 8: Relationship Marketing in the Local Authority. In: Alves, H., Vázquez, J. (eds) Best Practices in Marketing and their Impact on Quality of Life. Applying Quality of Life Research:. Springer, Dordrecht. https://doi.org/10.1007/978-94-007-5878-0_9
Download citation
DOI: https://doi.org/10.1007/978-94-007-5878-0_9
Published:
Publisher Name: Springer, Dordrecht
Print ISBN: 978-94-007-5877-3
Online ISBN: 978-94-007-5878-0
eBook Packages: Humanities, Social Sciences and LawSocial Sciences (R0)