Relationship marketing, relational capital and the future of marketing in public service organizations

Kate Mclaughlin, Stephen P. Osborne and Celine Chew

Public Money & Management, 2009, vol. 29, issue 1, 35-42

Abstract: This article proposes an innovative model of marketing practice for public services. This is rooted in the paradigm of relationship marketing and emphasizes the need to build relational capital between and within organizations operating in the public services arena. It is argued that this is essential for the effective management of contemporary public services in the fragmented state.

Date: 2009
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DOI: 10.1080/09540960802617343

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