Marketing in a local authority

Abstract

Considers the role of marketing in an increasingly profit‐oriented local authority. Discusses the problems involved when a public service espouses marketing principles, but concludes that only marketing can make most effective use of the scarce resources available to local authorities.

Citation

Baker, F.P. (1995), "Marketing in a local authority", Journal of Marketing Practice: Applied Marketing Science, Vol. 1 No. 4, pp. 73-84. https://doi.org/10.1108/EUM0000000003893