Aktuálne číslo: 2/2023
Archív
HOW TO STRENGTH THE RELATIONSHIPS OF THE LOCAL MUNICIPALITIES WITH THE STAKEHOLDERS?
A key element for the development and construction of the living conditions in the local municipality is a participation of stakeholders and their assistance in the administration of public affairs. In democratic countries, the role of local municipality is changing during past decades. Its role is more focused on creating conditions for involvement of different actors in development activities, the creation of quality living conditions and participation in addressing issues of public life. The aim of the paper is to identify and analyse the relationships between local municipality and its stakeholders from the theoretical point of view and to verify it based on the results of research in 100 local municipalities of Slovak Republic. The first part of the paper contains the theoretical definition of relationship marketing and the relationships in the local municipalities. Consequently, we verified the composition of stakeholders in the local municipalities by the empirical research. In conclusion of the paper we propose the implementation possibilities of relationship marketing in local municipalities.
Vydanie: 2017/1 Strany: 56-73 Klasifikácia JEL: R59, R19, Z18
DOI:
Kľúčové slová: relationship marketing, local municipality, stakeholders, governance, Slovak Republic
Sekcia: PUBLIC ECONOMICS AND PUBLIC ADMINISTRATION, REGIONAL DEVELOPMENT
Kontakty:
Katarína Vitálišová, Ing. PhD.
Department of Public Economics and Regional Development,
Faculty of Economics, Matej Bel University
Tajovského 10, Banská Bystrica,
Slovak Republic
e-mail: katarina.vitalisova@umb.sk
Literatúra:
Ballantyne, D. (1994). Marketing at the Cross-Roads, an editorial commentary. In Asia-Australia Marketing Journal, vol. 2, n. 1. ISSN 1320-1646.
Bauerová, A. a kolektív. (2008). Řízení obcí I. Praha : PB tisk Příbram, 2008. 263 p. ISBN 978-80-86946-76-4
Berry, L. L. (1983). Relationship Marketing. In Emerging Perspectives on Services Marketing. Conference proceedings. Chicago: American Marketing Association, 1983, p. 25 - 28.
Berry, F. S., Brower, R. S., Choi, S. O., Goa, W. X., Jang, H.-S., Kwon, M. AND Word, J. (2004). Three Traditions of Network Research: What the Public Management Research Agenda Can Learn from Other Research Communities In: Public Administration Review, vol. 64, n. 5, 2004, p. 539-552. ISSN 1540-6210.
Bevir, M., Rhodes, R. A. W, Weller, P. (2003). Traditions of Governance: Interpreting the Changing Role of the Public Sector. In: Public Administration, vol. 81, n. 1, 2003, p. 1-17. ISSN 1467-9299.
Binek, J, Galvasová, I. (2007). (online). Interakcia subjektov verejnej správy podnikateľskej sféry v priestorovom kontexte In: Ekonomika a management, vol. 2, 2008, 6 p., n. 2. Available at: http://www.ekonmikaamanagement.cz. (cit. 25.10. 2008).
Búšik, J. (2007). (online). Partnerstvá a ich možný profil. In: Zborník z príspevkov z konferencie Verejná správa a partnerstvo. Bratislava : Národohospodárska fakulta EU, 2007. p. 1 – 6. Available at: http://www.speednet.sk (cit. 12. 2. 2010).
Buttle, F. (2008). Customer relationship management (concepts and technologies). Oxford : Butterworth – Heinemann, 2008. 500 p. ISBN 978-1-85617-522-7.
Council of Europe, VNG International. (2007). Towards a modern Local Governmnet Association. 208 p. [acc.: 2011-05-16]. Available at: http://www.coe.int/t/dgap/localdemocracy/Centre_Expertise
/Tools/)ToolkitonGAs.pdf
Council of European Local Municipalities and Regions. (2013). Decentralisation at a crossroads. Territorial reforms in Europe in times of crisis. [acc.: 2014-04-19]. Available at: http://www.ccre.org/img/uploads/piecesjointe/filename/CCRE_broch_EN_complete_low.pdf
Council of Europe. (2005). Toolkit of local municipality. Programs of building capacities. 272 p. [acc.: 2011-05-16]. Available at: http://www.coe.int/t/dgap/localdemocracy/Centre_Expertise/Tools/Toolkit
I.pdf
Christopher, M., Payne, M., Ballantyne, D. (1991). Relationship Marketing: Bringing Quality Customer Service and Marketing Together. Oxford: Butterworth-Heinemann. 1991. 31 p.
Čapková, S. (2004). Rozvoj miestnej ekonomiky. Banská Bystrica : UMB - Ekonomická fakulta, 2004. 95 p. ISBN 80-8055-994-5.
Donaldson, B., O’Toole, T. (2007). Strategic market relationships. Chichester : John Wiley Sons, 2007. 262 p. ISBN 978-0-470-02880-3.
Dwyer, F. R., Schurr, P. H., Oh S. (1987). Developing Buyer-Seller Relationships. In: Journal of Marketing, vol. 51., n. 2, p. 11-27. ISSN 0309-0566.
Egan, J. (2008). Relationship marketing. Exploring relational strategies in marketing. Gosport : Ashhord Colour Press, 2008. 311 p. ISBN 978-0-273-71319-7.
Ford, D. (1990). Understanding Business Markets: Interaction, Relationships, and Networks. London: Academic Press. 1990. 556 p. ISBN 9780122621413.
Geddes, M. (2005). Making public private partnerships work. Hants : Gower publishing limited, 2005. 135 p. ISBN 0-566-08645-X.
Grönroos, C. (1997). From marketing mix to relationship marketing – towards a paradigm shift in marketing In: Management Decision, vol. 35, n. 3/4, p. 148-152. ISSN 0025-1747
Gummesson, E. (1994). Making relationship marketing operational. In: International Journal of Service Industry Management, vol. 5, 1996, n. 5, p. 5-20. ISSN 0956-4233.
Gummesson, E. (2008). Total relationship marketing. Oxford : Butterworth – Heinemann, 2008. 376 p. ISBN 978-0-7506-8633-4.
Hakansson, H. ed. (1982). International Marketing and Pruchasing of Industrial Goods: An Interaction Approach. Chichester: John Wiley and Sons. 1982. 416 p. ISBN 9780471279877.
Harwood, T., Garry, T., Broderick, A. 2008. Relationship marketing – perspectives, dimensions and contexts. Glasgow : Bell and Bain, (2008). 242 p. ISBN 978-0-07-71142-0.
Heide, B. J. (1994). Interorganizational Governance in Marketing Channels In: Journal of Marketing, vol. 58, n. 1, p. 71-85. ISSN 0309-0566
Innes, J., Gruber, J. (2008). Planning styles in conflict: The metropolitan transportation commission. In T. Harper, A. G. O. Yeh, & H. Costa (Eds.). Dialogues in urban and regional planning (Vol. 3). Routledge.
Kickert, W. J. M., Klijn, E., Koppenjan, F. M. (1997). Managing Complex Networks. Strategies for the Public Sector. London: SAGE. 1997. 224 p. ISBN 97-807-6195-5481
Krnáč, J., Kožiak, R., Liptáková, K. (2008). Verejná správa a regionálny rozvoj. Banská Bystrica. EF UMB, 2008. 250 p. ISBN 978-80-8083-695-5.
Lehtinen, U., Gronroos, C., Gummesson, E. (1997). Comment on Nordic Perspectives on Relationship Marketing In: European Journal of Marketing, vol. 31, n. 1-2, p. 10-16. ISSN 0309-0566.
Levitt, T. (1991). Thinking About Management. New York: MacMillan. 1991. 156 s. ISBN 0-68-486399-5.
Lukášová, R., Bajdak, A. a i. (2009). Relationship marketing in micro and small enterprises and local authorities – international comparison. Economic University of Katowice : Karol Adamiecki, 2009. 324 p. ISBN 978-83-7246-443-9.
Marasová, J. (2008). Vnútorná a vonkajšia dimenzia sociálnej funkcie podniku. Banská Bystrica : Ekonomická fakulta UMB, 2008. 150 p. ISBN 978-80-8083-600-9.
Michalová, V. (2004). Manažment a marketing služieb. Bratislava: Ekonóm. 2004. 218 p. ISBN 80-225-177-5-5.
Morgan, R. M., Hunt, S. D. (1994). The Commitment – Trust Theory of Relationship Marketing. In: Journal of Marketing, vol. 58, 1994, p. 20 – 38. ISSN 0309-0566.
Murphy, B., Wang, R. (2006). An evaluation of stakeholder relationship marketing in China. In: Asia Pacific Journal of Marketing and Logistics, vol. 18, 2006, n. 1, p. 7-18. ISSN 1355-5855.
Navruzov, Y., Rose, A., Shelley, W. (2000). Role of partnerhsip in modern local government. Budapešť, 2000. 12 p. [acc.: 2011-05-16]. Available at: <http://unpan1.un.org/intradoc/groups/public/
documents/nispacee/unpan005591.pdf >
Pasquier, M., Villeneuve, J. P. (2012). Marketing Management and Communications in the Public Sector. London : Routledge, 2012. 261 s. ISBN 978-0-415-44898-7.
Payne, A. (1996). Marketing služeb. Praha : Grada, 1996. 248 s. ISBN 80-7169-276-X.
Petríková K, Sýkorová, K. 2011. The use of internal marekting in personal management of local governments in Slovak Republic In: AD ALTA Journal of Interndisciplinary Research. Magnanimitas. Hradec Králové. Vol. 1, n. 2, 2011. ISSN 1804-7890.
Petríková, K. (2012). Relationship marketing mix in local municipalities of Slovak Republic. International Journal of Business and Management Studies [CD-Rom] : a peer-reviewed social science journal. Vol. 1, no. 2 (2012), s. 381-394. - Rhode Island : The Social Sciences Research Society.
Schellong, A. (2009). CRM in the public sector – towards a conceputal research framework. Národná konferencia o digitálnej vláde, vol. 8, n. 89, p. 326 – 332.
Turnbull, P. W. (1996). Marketing and Investment Banking II: Relationships and Competitive Advantage In: International Journal of Bank Marketing, vol. 14, n. 2, p. 38 – 49. ISSN 0265-2323.
Vaňová, A. (2006). Strategické marketingové plánovanie rozvoja územia. Banská Bystrica : UMB - Ekonomická fakulta, 2006. 140 p. ISBN 80-8083-301-X.
Walzer, N., Jacobs, B. D. (1998). Public private partnerships for local economic development. Westport : Praeger Publisher, 1998. 249 p. ISBN 0-275-96153-2.