Relationship marketing, a concept that focuses on attracting, maintaining, and building business relationships, has enhanced the profitability of businesses. The core of the relationship marketing approach in business is that resources are directed toward strengthening ties to existing customers on the proven premise that maintaining existing…

There has been an increasing call in the UK over the last decade for universities to become more entrepreneurial with a strengthening of university and industry/community links to contribute more significantly to the knowledge economy., and for UK higher education institutions (HEIs) to consider ways in which they can more actively engage in…