This paper explores the managerial aspects of the relationship with stakeholders, under the assumption that transfer of knowledge is being made from relationship marketing and market orientation perspectives. These marketing tools may prove useful to manage the relationship with other stakeholders, as has been the case with customers. This study focuses on a sample of Spanish companies representing 43% of listed companies with the largest market capitalization. Given that this is the first time that corporate relationship with stakeholders is analyzed in Spain, a qualitative technique (case analysis) was used. The main conclusion of the study is that most of the participant companies have a reactive position vis-à-vis stakeholders management systems. This attitude is reflected in their concern exclusively about ethical indexes managers. Copyright Springer Science+Business Media, Inc. 2007stakeholders, stakeholders management systems, corporate social responsibility, market orientation, relationship marketing, case analysis, ethical indexes managers,

This work attempts to specify procedures to improve the management of loyalty programmes based on one of their structure elements: prizes or rewards. The starting point is the premise that the current classifi cations of prizes found in the academic literature focus on the offer, are reductionist, and only permit the establishment of eventual effects between such rewards and one part of the programmes (the monosponsor type). Therefore, from the programme users ' viewpoint, we propose to contrast the importance of the rewards in comparison to other management elements. Subsequently, from a classifi cation of incentives based on consumers ' preferences, we will determine their interest in such rewards and establish the infl uence of these rewards on consumers ' satisfaction with the programmes. The results will allow us to establish effective conclusions for the management of multisponsor programmes and will represent a basis of useful specifi c knowledge for future investigations focused on understanding this important marketing instrument.

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Cuando los electores deciden su voto en unas Elecciones Municipales ¿lo hacen pensando en el candidato o en el partido? ¿O bien hay alguna otra variable crítica que entra en juego al decidir el voto en el ámbito local? En esta investigación realizamos una aproximación cualitativa al fenómeno del voto subestatal. Si bien la evaluación del candidato es un factor particularmente importante a la hora de decidir el voto en unas Elecciones Municipales, éste no es el único y no siempre es el principal elemento decisorio. La revisión del marco teórico existente sobre el comportamiento electoral y las variables / dimensiones que operan en el proceso decisional en Elecciones Municipales es muy escaso. Por ello planteamos un estudio de casos mediante la celebración de grupos de discusión en tres municipios con diferentes realidades históricas respecto al liderazgo personal de los candidatos.

Up until today archaeological sites have been cornered due to custodianship policies. Although archaeological sites were built up thousands of years ago, it is important they now have a commercial perspective that at first identifies consumers' perceptions for after conceiving the commodification process. There has been a lack of customer orientation in the design of their public fitting out even though in the last decade visitor orientation has appeared to be of important relevance for the management of these heritage resources. The purpose of this paper is to recognize the main pull and push factors that induce visits to archaeological La identificación de motivaciones de los visitantes de los sitios arqueológicos RESUMEN Hasta la fecha, los sitios arqueológicos han sido arrinconados por las políticas de conservación. Aunque los sitios arqueológicos se crearon hace miles de años, en la actualidad adquieren importancia desde un punto de vista comercial. En el diseño de su instalación pública, con frecuencia ha habido una falta de orientación al cliente a pesar de que la orientación al visitante en la última década ha resultado ser de gran relevancia para la gestión de estos recursos patrimoniales. El propósito de este trabajo es reconocer los principales factores de empuje y arrastre que inducen a las visitas a sitios arqueológicos. Se pretende mostrar cómo la identificación de los factores de motivación influyen en la concepción de una futura "cadena de valor global sostenible" para los sitios arqueológicos. Este trabajo sostiene que si los factores de motivación son considerados para el proceso de mercantilización se permitirá la sostenibilidad de los sitios arqueológicos y por lo tanto una mayor satisfacción de los visitantes.Palabras clave: motivaciones turísticas; factores de empuje y arrastre; turismo, sostenibilidad; sitios arqueológicos; patrimonio cultural; museos al aire libre.Summary: 1. Introduction 2. The commodification process 3. Customer satisfaction and motivation factors 4. Push factors. 5. Pull factors 6. Conclusions. References.