Marketing and Public Sector Management
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.
Keywords
Citation
Walsh, K. (1994), "Marketing and Public Sector Management", European Journal of Marketing, Vol. 28 No. 3, pp. 63-71. https://doi.org/10.1108/03090569410057308
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited