From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing

Discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required This development is supported by evolving trends in business, such as strategic partnerships, alliances and networks Suggests relationship marketing, based on relationship building and management, as one emerging new marketing paradigm of the future Concludes that the simplicity of the marketing mix paradigm, with its Four P model, has become a straitjacket, fostering toolbox thinking rather than an awareness that marketing is a multi‐faceted social process, and notes that marketing theory and customers are the victims of today′s mainstream marketing thinking By using the notion of a marketing strategy continuum, discusses a number of consequences of a relationship‐type ma

From Marketing Mix to Relationship Marketing

Emerging multilevel environmental governance – A case of public participation in Poland

This paper describes the events of 2001 in South West England and explores their wider messages for the management of tourism in the region. The year 2001 was an annus horribilis for the region, witnessing as it did, first of all, an outbreak of Foot and Mouth Disease (FMD) and later, as the region began to emerge from its first crisis, the unfolding events of 09/11. This sequence of events is used as a lens through which to inspect the interaction of three sets of obviously overlapping tourism management approaches. This fusion reveals that important contradictions and tensions exist between the claims, assumptions and practices of contemporary tourism governance. A more strategic approach to the concept of risk is required in the UK tourist “industry” since the prevailing principles and imperatives of tourism governance may have frustrated the response to events in 2001.

A local reading of a global disaster: some lessons on tourism management from an Annus horribilis in South West England.

In the shift towards the Big Society, it is widely proclaimed that citizen participation and citizens’ initiatives are indispensable to maintaining services that used to be run by local or regional governments. Despite the increased interest in citizens’ initiatives, research has scarcely debated what actually defines the success of such initiatives. Using focus group discussions, this study examined the meanings and norms collectively constructed by government officials and professionals regarding the success and failure of citizens’ initiatives in rural areas. Remarkably, we found that the professional perspective of successful citizens’ initiatives was not dominated by the achievement of actual policy targets or project goals, such as maintaining public services. Rather, an initiative was perceived as successful as long as citizens are continuously active and in charge. Arguably, this somewhat paternalistic professional view of successful citizens’ initiatives could be challenged by the volunteers in those initiatives.

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Defining ‘Success’ of Local Citizens’ Initiatives in Maintaining Public Services in Rural Areas: A Professional's Perspective

Ladders, stars and triangles: old and new theory for the practice of public participation

This article introduces a new model, the ‘Triangle of Engagement’, which postulates that the higher the level of engagement required from participants, the fewer people there are who are willing or able to make this commitment. The model has important implications for practitioners and commissioners of public participation and community engagement.

The Triangle of Engagement: An Unusual Way of Looking at the Usual Suspects

A local government practitioner and a marketing academic consider the claims for marketing as a new organising principle for local government. They scrutinise the most frequent objections to the concept of marketing in this context and demonstrate that these have little or no force. This is especially true concerning the emerging paradigms of relationship marketing and Webster's development of the marketing concept. The authors conclude that a marketing philosophy underlies much of the new approach to local government service provision, and set out some of the characteristics which local government marketing needs to have.

Marketing: A new organising principle for local government?

Who shall live and who shall die? A case study of public engagement in health care planning

We introduce the Effective Number of Issues measure for e-participation efficiency. This novel index is based on the Shannon entropy measure of biodiversity and summarizes the amount of information gained through an e-participation project in one number. This makes the comparison between different e-participation projects straightforward and lays the foundation for the rigorous analysis of success factors of e-participation projects in a data-driven way. After providing the formula and rationale for the new measure we use the ENI index to benchmark the idea generation process for the digital agenda Vienna against other projects. It turns out that the efficiency of this project is significantly higher than those observed for other cases. We conjecture that this can be attributed to the user-friendly design of the software platform and the effective communication strategy of the process management. Finally, suggestions for further research are given. (authors' abstract)

Evaluation of E-Participation Efficiency with Biodiversity Measures - the Case of the Digital Agenda Vienna

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