Public Sector Marketing

Abstract

Marketing studies originally emerged and developed within the commercial environment; however in the past decades this discipline broadened its focus to explicitly include public issues. There was much initial debate over the appropriateness of using marketing frameworks, set up for the business world, within the public sector context. Then, the discussions have moved away from this philosophical approach to attain pragmatic issues. The study was conducted over three phases. Firstly it focuses on the role of the public sector of a country in the new globalized environment. Here there is a crucial need to increase substantially both effectiveness and efficiency in all the activities carried out by this sector. Secondly the study examines the development of the concept of marketing and the related concepts of exchange and value. Finally, the different uses (strategic and operational) and approaches of marketing in the public sector are explored and the specific "markets" or "audiences" of the public system (citizens, electors, taxpayers, etc.), in part ovellapping, are listed and analysed.

Note: Downloadable document is in Italian.

Keywords: public sector marketing

JEL Classification: M39