Proposes a prescriptive model for political marketing based loosely on the Six Markets Model of relationship marketing …. The rationale for this is to be found in an analysis of the historical treatment of political marketing, from within both … disciplines. Argues that many of the conventional axioms of marketing are inappropriate in politics, and observes how in political …

Purpose – This article seeks to explore the usefulness of city marketing as a method to attract new residents and firms … marketing makes clear that residents and firms show spatial self‐preference and do not easily move. This insight questions the … usefulness of cold city marketing aimed at attracting newcomers. Research limitations/implications – The article is largely based …

The UK retail environment is highly complex and competitive and as such the context for marketing may require change …. This research investigates current marketing practices used by retail companies in the UK and explores their correlation …. Across all sectors, respondents feel that their company's marketing practices are changing to become increasingly focussed on …

Academic research in the area of sports marketing has concentrated on bi‐lateral relationships, such as that linking a … relationship marketing to the sports industry and presents a graphical representation of its multiple players and the relationships … develop successful marketing strategies. It is suggested that industry mapping linked with the relationship marketing focus …

frequently do not equate this with relationship building. On the other hand, the academic relationship marketing literature does … incongruence between marketing theory and practice. The purpose of this paper is to bring the two literature streams together … demonstrating that the practitioners are talking about, and practising, relationship marketing. Design …

reason, a particular field he mentions being marketing. According to him the real autonomy of the customer, the customer as … as customization and relationship marketing. In order to come to a better understanding of the subject, some milestones … of the history and philosophy of trade are explored, as well as some aspects of the history of marketing. The main …

Academics and market professionals appreciate the importance of relationship marketing for contemporary firms. Yet …, relationship marketing strategies and tactics are context specific. Based on opinions expressed in an academic “think tank” held at … further research activity in relationship marketing is required.  …

This commentary discusses the key issues and challenges that face internal marketing research and for the future … marketing strategies; the need for relationship marketing perspective in internal marketing; the need for research in internal … communication strategies; and the role of internal marketing for developing organisational competences.  …

This commentary aims to stimulate debate about the role of relationships in marketing. It raises the question of when …, cautions against a “one size fits all” marketing theory and calls for much more focussed and innovative research in this area.  …