Promotion and Relationship Marketing

Abstract

This chapter introduces the concept of marketing and explores its relevance for networked communities. The specific topics include: • An introduction to relationship marketing; • A review of transactional marketing; • Transactional versus relationship marketing, with Ottawa, Canada, as an example; • Commercial relationships, giving the example of the Digital Harbour, Australia; • Non-commercial relationships such as the Education Development Center; • Global alliances using the examples of the Intelligent Community Forum (ICF) and Global Cities Dialogue (GCD); • Measurement and evaluation of marketing efforts.