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 …

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 …

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 …

Notes that the role of brand as more than just a marketing communications icon is increasingly obvious to leading … principles and models from traditional and retail marketing to define new tools that will make more of its total customer base.  …

concerned over the use of the “R” (relational) word in marketing. But even this needs to be implemented with caution and … it is used, that lead to a proposition that relationship marketing can be an oxymoron. Also, however, suggests a number … of compromise solutions in an era in which marketers are unlikely to abandon the paradigm. If marketing reverted to …

As marketers develop new marketing strategies and as marketing scholars seek a new paradigm for the field, public … relations perspectives may be preferred over traditional marketing perspectives. Given that public relations has a longer … history in building relationships and corporate equity — two of the cornerstones of marketing's future — a public relations …

form of creative solutions to marketing and supply problems. In this way, mutual value in buyer‐supplier exchanges is …

article provides tentative answers to these questions from a relationship marketing perspective. In doing so the scope …, processes and technologies of relationship marketing are discussed and their knowledge content and potential outlined. Finally …, a conceptual framework for knowledge generation and dialogue in relationship marketing is proposed and directions for …

This article is about ongoing efforts to come to grips with the question: Does relationship marketing pay? The question … is discussed under the umbrella concept return on relationships. Much of what is being done in relationship marketing and … customer relationship management has a bearing on both business‐to‐business and business‐to‐consumer marketing, and on …