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To present the public and business systems, their characteristics, structure of link, and to propose tools of improvement.

It starts with a small survey of the members' opinions, in both systems. First, each environment is analysed as an independent system: business system (BSy) and public administration system (PASy). Second, the role of the marketing of public and private affairs as feedback is investigated. Third, it is presented the conjunction between the two systems and the link between them.

The marketing behaviour is natural for the BSy and thus its level of marketing knowledge is higher than the poor level of marketing knowledge in PASy. On the other hand PASy is characterized by a lack of marketing attitude about public services.

The proposed tools of improving the link should be tested on groups of public servants and business managers to confirm/infirm the assumption.

A proper marketing for public and private affairs could be the link between them. The link could create and handle the cooperation and cooperation climate in these two environments.

Is the analysis of PASy from the marketing point of view, the conjunction between the two systems and the link through marketing. The paper proposes tools to improve the system by public‐private partnership system.

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.

Outlines the rationale for a marketing approach to the management of public library services. Looks at the history of public library services and their social and technological changes. Concludes that, after more than a century, the public library movement in the UK still does not have a coherent sense of purpose, or a strong public image, and that marketing could provide a basis for their improvement.

Contemporary organisations rely on a wide range of publics or stakeholder groups in order to achieve their corporate objectives. The specific publics involved vary from organisation to organisation and situation to situation but typically include customers/clients, end users, shareholders/investors, employees, suppliers, governments, pressure groups, local communities and the media. Unresolved conflicts between organisations and any one or a number of these publics can seriously compromise the achieve ment of marketing and other corporate objectives. This paper examines the evolution of two separate bodies of literature which are essentially concerned with the same issues, but are framed by different academic and professional disciplines. It seems to be the case that management and marketing researchers often fail to take into account parallel literature from the discipline of public relations — even when purporting to offer an interdisciplinary approach. Equally, the public relations literature frequently fails to speak the language of business and defines such key business activities as marketing too narrowly.

The aim of this study is to generate insights into whether market orientation – as defined by Kohli and Jaworski – is being practiced in the Ghanaian public sector.

Based on a case‐study of a local government, the Accra Metropolitan Assembly (the Assembly), semi‐structured interviews were conducted with departmental heads and their assistants to collect data. A total of 14 key informants participated in the interviews, and this sample size compared favourably with prior qualitative studies.

The assembly collects intelligence on citizens' present needs, their earning potential and the political and technological environment, ignoring citizens' satisfaction with development projects. Meetings are regularly held by the various units in the Assembly to share and discuss the generated intelligence, yet one can see little consideration of citizens' needs and their satisfaction with projects in these discussions.

Further research into local governments across multiple regions in Ghana, or from a range of countries within Sub‐Saharan Africa, could provide an opportunity for greater generalisability of the results.

Local authorities must develop formal procedures for monitoring citizens' satisfaction with services, programmes and development projects. There is need to harness the intelligence inherent among staff with the use of focused communication or knowledge management strategies.

Recent efforts to extend market orientation application to the public sector have over‐concentrated on western countries. Based upon empirical evidence from a non‐western (Ghanaian) context, this study further assuages fears that market orientation may not be applicable to public institutions like local government.

The purpose of this paper is to study if the performance history impacts supplier selection in the French public sector context. While French public procurement legislation forbids consideration of the past contract wins in supplier selection, public contractors may still rely on contract win history for highly complex transactions.

Using French Official Journals (BOAMP), the authors collected all public procurement transactions of 976 suppliers that had at least one transaction per year, over a period of six years (between 2006 and 2011). The authors conducted a two-level hierarchical linear auto-regression analysis and a feature evaluation analysis for all transactions.

The paper finds significant variation between the transactions of different markets, as well as in the overall positive impact of past wins and in the detailed impact patterns and thresholds of each market. The findings may allow refinement of existing contract awarding strategies and of current legislation.

The paper aims at empirically testing whether a supplier’s degree of success in any given year, measured by the number of public contracts won, may have an impact on the likelihood that the same supplier is awarded a public contract the following year. The authors conclude that suppliers retained for public contracts could benefit from building public buyers’ loyalty using a key account selling approach rather than systematically seeking to acquire new contracts.

The purpose of this paper is to analyze the recently enacted Regulation (EU) 2022/2560 of the European Parliament and of the Council of December 14, 2022, on foreign subsidies distorting the internal market (foreign subsidies regulation [FSR]) and its repercussions on the European Union (EU) public procurement marketplace and corporations from third countries. The purpose of this paper is to analyze the geopolitical and economic backgrounds for the Regulation and its efficiency.

In this study, the authors used doctrinal and analytical legal methodologies, meticulously examining pertinent EU law sources. The authors systematically collated and scrutinized applicable literature and legislative process materials to discern the essence and substance of the norms enshrined in the law. In this study, the authors also applied a socio-legal methodology when focusing on the economic and geopolitical context surrounding the adoption of the FSR. The contextual analysis traces the evolution of changes in international cooperation and recent political shifts.

Implementing the FSR should pave the way for a more equitable competitive landscape within the EU public procurement market, bolstering EU values. However, its potential to prolong public procurement procedures and create uncertainties regarding their outcomes could pose challenges, possibly affecting the effectiveness of public procurement regulations. Only time will reveal the extent of the EU’s interventionist approach and how necessary adjustments must be made to align with market demands.

This study highlights socially relevant aspects of the implementation of EU policies – European New Green Deal and European Industrial Policy in the context of public procurement. The analysis contained in this study concerns issues directly related to meeting the collective needs of the citizens.

To the best of the authors’ knowledge, this study is the first in-depth analysis of the solutions contained in the FSR in terms of geopolitical and economic aspects. Furthermore, there have been no studies so far, which have analyzed the FSR in detail from the point of view of its effectiveness. The effectiveness concept contained in this study is the authors’ own solution.

The current paper explores the effect of private market characteristics on the access of small and medium enterprises (SMEs) to public markets in some sectors. Using survey data of small and medium enterprises in the pharmaceutical sector in Egypt, we confirmed this effect. We found that regulations of drugs pricing and registration in the private market constrained the capacity of those firms to compete in the public markets. However, some other factors play it the other way. The policy implications of these findings indicate that governments need to account for private markets characteristics when designing support packages for smaller enterprises in public procurement markets.

This paper aims to explore the role of marketing as a route to sustainability for social enterprises providing public services. It examines the tensions between the economic and social objectives, both of social enterprises and of marketing. It concludes by offering a new model of the role of marketing for sustainable social enterprises.

This paper used the case study approach which included four cases. Semi-structured interviews were conducted with the chief executives of each social enterprise. The cases were classified by age.

The paper demonstrates that while marketing potentially has much to offer in terms of organisational resilience for social enterprises, its application is currently undermined by its misunderstanding in practise within a “product-dominant” business logic. Despite this, the study finds a strong element of the unconscious application of marketing by social enterprises.

The implications of this are discussed in the context of the “public service-dominant” business logic that is currently emerging in public management, and recommendations are made for policy and practice as to how to enhance the contribution of marketing, both to sustainable social enterprises and to public services delivery.

Customer‐oriented governments may use marketing tools to match their policy “products” with citizens’ requirements. However, these tools are not based on exchanges since governments, apart from cost recovery, do not demand any reciprocation for their products. The concept of public policy marketing could enable governments to “sell” their policies to citizens, based on non‐commercial marketing exchanges specific to the context of public administration. Then, social behaviour should be considered citizens’ reciprocation contributing to social effects the government has aimed for. Thus public policy marketing, though not yet tested in practise, can be expected to improve the implementation of those governmental policies in which citizen conduct is critical to success.