Can relationship marketing enhance strategic thinking in the public sector? A study of the perceived relationship between subsidised theatres and their government funders/regulators

Conway, A and Whitelock, J 2004, 'Can relationship marketing enhance strategic thinking in the public sector? A study of the perceived relationship between subsidised theatres and their government funders/regulators' , International Journal of Nonprofit and Voluntary Sector Marketing, 9 (4) , pp. 320-334.

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Abstract

This paper reports on the findings of research into the perceived relationships between publicly funded theatres and their key funders/regulators. This is part of a wider study into whether successful publicly funded arts organisations are more likely to apply a relationship marketing approach. Relationship marketing may help to remove a short-term tactical focus that tends to exist in public sector organisations generally and publicly funded arts organisations particularly. Three UK producing theatres' relationships with the Arts Council and their respective local authorities are analysed and findings suggest that building relationships with this stakeholder type may well produce more strategically focused and successful theatres.

Item Type:	Article
Themes:	Subjects / Themes > N Fine Arts > NX Arts in general Subjects / Themes > H Social Sciences > HJ Public Finance Subjects / Themes > J Political Science > JN Political institutions (Europe) Subjects outside of the University Themes
Schools:	Schools > Salford Business School > Salford Business School Research Centre
Journal or Publication Title:	International Journal of Nonprofit and Voluntary Sector Marketing
Publisher:	John Wiley & Sons
Refereed:	Yes
ISSN:	1479-103X
Depositing User:	H Kenna
Date Deposited:	16 Oct 2007 10:18
Last Modified:	27 Aug 2021 22:03
URI:	https://usir.salford.ac.uk/id/eprint/779

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