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; Whitelock, J

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.

Citation

Conway, A., & 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), 320-334. https://doi.org/10.1002/nvsm.257

• Journal Article Type: Article
• Publication Date: Apr 1, 2004
• Deposit Date: Oct 16, 2007
• Journal: International Journal of Nonprofit and Voluntary Sector Marketing
• Print ISSN: 1465-4520
• Publisher: Wiley
• Peer Reviewed: Peer Reviewed
• Volume: 9
• Issue: 4
• Pages: 320-334
• DOI: https://doi.org/10.1002/nvsm.257