GEGBI Seminar

Local Government Procurement in England – A Relationship Marketing Perspective

Wednesday 15 February 2012, 3.30PM to 4.15pm

Speaker: Alex Gillett, Teaching Fellow in Marketing at The York Management School

Location: The York Management School, Boardroom

Abstract

Relationship marketing (RM) is a perspective concerned with interaction between networks and individuals over time in order to achieve sustainable mutual benefit (‘win-win’). Potential benefits of this approach are longitudinal and associated with improving efficiencies and effectiveness, financial and non-financial. According to Grönroos (2011:240) “value creation, purchasing, usage and marketing are intertwined processes”.

This study defines relationship marketing in the context of English local government procurement and identifies the different stakeholder groups and key relationships that a council has in the procurement context. It also identifies factors which can influence the propensity for English councils to adopt a relational approach with suppliers, and aims to understand critically the associated benefits and risks.

For further information please contact Dr. Helen Geddes: hg518@york.ac.uk, ext. 5025.