Striker Craig Bellamy is already a target for their London rivals Tottenham but Duxbury is aiming to end the days of West Ham being described as a 'selling club'.

However, the club aim to reduce their playing squad in terms of numbers with more emphasis on quality instead of quantity.

"We have no intention of selling our best players, nor are we telling the manager to do so," said Duxbury.

"It may be that some players are allowed to leave but no one will be going unless the manager thinks it is in the best interests of his team and it is right for the club.

"As a club, we will look at every single approach rationally and at all times have in mind the further development of the playing squad. We must not be afraid of interest in or bids for our leading players.

"Each approach will be considered in terms of fee, fitness, form and where the manager thinks the player is in his career. Similarly we have to consider the will of the player and whether he is committed to what we are trying to achieve. This is the only way to operate.

"It may be that we have an offer that makes perfect sporting sense on all these factors but even then it will only be accepted if we have a replacement lined up who will improve the squad.

"A bid may be evaluated by the manager as allowing him to significantly improve his team. If he believes that the player in question cannot be replaced, he will not be sold.

"Players don't have to be sold but it has been clear since the arrival of Gianfranco that he is keen to have a smaller first-team squad based on quality over quantity. As I say, he looks likely to move on some fringe players in a bid to achieve a smaller squad of players that he can work closely with on a day-to-day basis.

"We are determined to strengthen this squad and keep it moving in the right direction so that we can challenge in the top half of the table.

"For example, I have had several offers in excess of £12million in the past six months for one of our key players and have turned down every single approach. No one will be sold unless it is right for West Ham United.

"Similarly, we acted efficiently to secure Dean Ashton on a new long-term contract at the start of the season and have followed that up with extended terms for Carlton Cole, Freddie Sears and Jack Collison. We have a systematic approach to player contracts and review them when the time is right. Our fans should be concerned only with who we bring in rather than worried about who leaves the club."

West Ham are unlikely to be in the market for new additions unless there is some outward movement as the club believes that players can be overpriced in January.

"The owner (Bjorgolfur Gudmundsson) will not be in a position to add funds this transfer window but regardless we believe January is not the best time to be making any significant investments," added Duxbury.

"As we know from experience, it is an inflationary market with teams paying top prices out of necessity. We have confidence in the current squad and, like many leading clubs, will look to confine our spending to the summer months when it is easier and more prudent to assess the market.

"That said, if Gianfranco identifies a particular need or circumstances dictate it - then we are always ready to act.

"I know some have regarded us as a 'selling club' in the past but my intention is to hang on to our best talent - not just by developing the squad but by giving the players the very best set-up and surroundings."