Promotion and Relationship Marketing

Promotion and Relationship Marketing

Sylvie Albert (Laurentian University, Canada), Don Flournoy (Ohio University, USA) and Rolland LeBrasseur (Laurentian University, Canada)
Copyright: © 2009 |Pages: 19
DOI: 10.4018/978-1-59904-771-3.ch010
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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.

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Table of Contents
Preface
Sylvie Albert, Don Flournoy, Rolland LeBrasseur
Chapter 1
The Network Society  (pages 1-34)
Sylvie Albert, Don Flournoy, Rolland LeBrasseur
This book emphasizes the centrality of the human condition—those things that make individuals and communities uniquely human—in our vision of the... Sample PDF
The Network Society
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Chapter 2
Sylvie Albert, Don Flournoy, Rolland LeBrasseur
This chapter pursues the following themes: • The extent to which telecommunications technology can serve as a platform for economic and social... Sample PDF
The Technological Basis of Networking
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Chapter 3
Sylvie Albert, Don Flournoy, Rolland LeBrasseur
This chapter examines the following ideas on regulation and public policy: • Information societies are enabled by regulations and public policies... Sample PDF
Regulation and Policy Reforms
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Chapter 4
Knowledge Workforce  (pages 104-128)
Sylvie Albert, Don Flournoy, Rolland LeBrasseur
This chapter focuses on knowledge workers—who they are and what they do, and the impact they have on organisations and communities in the Network... Sample PDF
Knowledge Workforce
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Chapter 5
Sylvie Albert, Don Flournoy, Rolland LeBrasseur
Chapters I to IV have introduced the networked community and described its environment in terms of the Network Society, technology... Sample PDF
Creating Applications and a Culture of Using
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Chapter 6
Sylvie Albert, Don Flournoy, Rolland LeBrasseur
The global environment has become more turbulent, and innovations in telecommunication and information processing are both part of this turbulence... Sample PDF
Innovation: Creating Ideas
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Chapter 7
Sylvie Albert, Don Flournoy, Rolland LeBrasseur
The transformational changes brought about by the Internet stimulate the planning of social and economic development in networked communities. This... Sample PDF
Strategies for Community Development
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Chapter 8
Sylvie Albert, Don Flournoy, Rolland LeBrasseur
This chapter on citizen empowerment and public participation explores the following ideas and assumptions: • Internet collaboration and creation... Sample PDF
Citizen Empowerment and Participation
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Chapter 9
Sylvie Albert, Don Flournoy, Rolland LeBrasseur
This chapter discusses several basic elements of leadership and collaboration in building networked communities. It includes: • The context for... Sample PDF
Leadership and Collaboration
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Chapter 10
Sylvie Albert, Don Flournoy, Rolland LeBrasseur
This chapter introduces the concept of marketing and explores its relevance for networked communities. The specific topics include: • An... Sample PDF
Promotion and Relationship Marketing
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Chapter 11
Conclusion  (pages 303-311)
Sylvie Albert, Don Flournoy, Rolland LeBrasseur
A new set of conditions for healthy growth and adaptation is emerging for 21st century communities. This book has sought to explain what some of... Sample PDF
Conclusion
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About the Authors