Marketing and Public Sector Management

TLDR

Public sector management is inherently political, so marketing must be politically informed to be effective. The study examines how marketing has evolved in public service over the past two decades and proposes how a public‑service‑appropriate marketing approach could be developed. The authors argue that marketing must be adapted to the public realm, requiring a new form of marketing rather than applying existing practices.

Abstract

Examines the development of marketing in the public service and presents a short discussion of the growth of marketing in public service organizations over the last 20 years. A critical analysis of marketing as applied to the public service, argues that, if it is applicable, it needs to be adapted to the particular character of the public realm. Gives an analysis of how an approach to marketing that is appropriate to the public service might be developed. This implies not so much the application of marketing as it exists, but the development of a new form of marketing. The management of the public sector is political management, and marketing, if it is to be effective, will need to be politically informed.