Looks at aspects of government intervention in the provision of social welfare services with regard to marketing. Investigates legislation by the Norwegian government which has affected the retail sector, and examines its programme of aid to retailers in sparsely‐populated areas. Concludes...

Purpose – The purpose of this paper is to consider whether successful subsidised arts organisations are more likely to apply a relationship rather than transactional marketing approach to overcome the tendency of not‐for‐profit organisations generally, and subsidised arts organisations...

Purpose – This paper aims to investigate the impact of a firm's marketing strategy on involving customers in new product development. Special attention is to be paid to three facets of a marketing strategy: product differentiation, competitor orientation and brand profiling emphasis....

Describes an innovative marketing strategy of a Norwegian shipyard gaining access to the Russian market and explains its use of innovation theory as a framework. Explains why the shipyard gained a productivity growth of 34 per cent in 1989‐91 and is expecting a further 20 per cent increase in...

Increased concentration within the retail trade may have great, egative consequences for a supplier if its relationship to a chain dissolves. The objective of this study is to develop an understanding of the way in which the supplier′s use of the marketing mix components (salesforce, product,...

Explores the dependency between relationship marketing (RM) and new developments in organization theory. In RM, relationships, networks and interaction are in focus. The primary role of marketing is to connect suppliers and customers but RM also includes relationships with other stakeholders,...

A large number of service corporations are configured with headquarters that determine the major principles of operation (services, pricing, marketing and advertising) and regional salesforces that are responsible for acquiring new customers and catering to the needs of existing customers. This...