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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.
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