Marketing and Public Sector Management (original) (raw)
Related papers
European Management Journal, 2009
Although the State and its permanent representation, public administration, account for nearly half of GDP in the European Union, there is a surprising decline in research dealing with this sector in the management and marketing literature over the last 10 years. The objective of our manuscript is to show how theoretical perspectives, which have emerged in both marketing and public administration over the past few decades, have resulted in a visible and practically relevant convergence between these two disciplines that has previously only been discussed theoretically. We present the applications and limits of public marketing within this framework for the four classical marketing instruments (product development/improvement, price, promotion and place) to show that public marketing (i.e., the application of marketing concepts and tools to public administration) is already a reality in a wide variety of countries. Finally, we report the results of five qualitative in-depth interviews which we conducted with public administration agents from different sectors and countries. These interviews provide an empirical indication for our hypothesis that the historical evolution of the marketing discipline from a transaction-to a relationship-orientation as well as the trend towards ''managerialism'' in public administration, are likely to lead to an increasing importance of public marketing over the coming years. ª (A.M. Kaplan), haenlein@escp-eap.net (M. Haenlein). 1 Percentage calculated as the average percentage of quarterly government expenditure on quarterly GDP for all four quarters in 2007.
Marketing Public Sector Services Concepts and Characteristics
There is an ongoing debate on the relei/artce and role of marketing in the changiiig public sections of Western demoaades. Public service organizations are increasingly turning to moHeeting professionals as "managerialism" takes over "administration". This article argues that the marketing community must clearly conceptualize the public sector as a marketing context if it is to operate effectively within it. The distinctive aspects of the public sector u4iich impact upon marketing are addressed by examining relevant structural and process characteristics. The structural characteristics indude the nature t^the product, the organization and the market; the marketing implications of these are outlined. The process characteristics are concerned with the procedures and systems that govern activity, and their implications. Appropriate strategic responses are briefly proposed.
Marketing as support tool for public administration
2010
The reality of public administration system in Romania shows that, in addition to normal and fair activities, negative aspects are to be noticed. Whatever the degree of truth in these assessments, the process of public administration in our country should be continuously adjusted and improved. As the debates on the role of marketing in society have increased in recent years, the tendency to extend its application areas seems to be evident; one of these is the public administration, where the reform requires mechanisms and modern methods of approach, the marketing field being included. The idea of introducing marketing in public administration represents the major theme of our paper, from theoretical and methodological aspects to practical approaches.
THE CONCEPT OF MARKETING IN THE PUBLIC ADMINISTRATION
The concept of marketing in the public administration implies the followings: a conception concerning theorganization and development of the public administration activity from our country, the process of publicadministration to be always adapted to the present and future requests of the citizens, the carrying out of allthese with a maximum of efficiency, a new view over the relationships between the public administration and itsenvironment, the activities, the methods and techniques that are used must be orientated towards the study of thebeneficiary and the satisfaction of all their requests.
Public Marketing has grown to be an ever increasing part of the general concept of marketing, especially after the late 1970s when a series of fundamental changes occurred concerning the structure and functioning of the welfare state. Since then, public marketing has been constantly expanding as a field of study and has becoming ever more important especially with the new managerial paradigms that emphasize the role and needs of the citizens-clients in developing public policy. The present paper aims to put together a general picture regarding the concept, its development and characteristics, challenges posed by the specific conditions of the public sector and some basic conditions necessary for adopting public marketing as a managerial component of any public organization. In the second part of the paper, we present the results of a qualitative pilot study that aims to identify whether the local public authorities from Cluj County, Romania have the basic conditions for implementing...
2019
Traditionally, marketing used to be associated only with the business sector and be perceived as a discipline which has nothing much to offer the public sector. However, some would suggest that many of the management tools developed in business organisations can be, mutatis mutandis, successfully applied in public organisations. Hence, this paper aims to identify what marketing concepts and tools that are used in business organisations can be applied in the public sector and what are the preconditions for their implementation. To this end, two major approaches which have emerged in public management as an alternative to the classical bureaucratic approach are discussed: New Public Management and governance approach. On one hand, it can be argued that they offer wider application possibilities for marketing thinking, on the other – as they are two distinctive approaches they imply quite different marketing concepts and tools. In New Public Management a citizen is seen more as a custo...
Strategic Innovative Marketing, 2019
Public sector marketing has been an important field of marketing study as public sector management paradigms evolve and change because of the challenges posed by e-governance and information technologies. These changes are also reflected in the new models of public administration (New Public Management—NPM) that are more market and customer oriented. In this paper, the perceptions toward the importance of marketing in the public sector are examined, using the NPM model. Structured interviews were performed and questionnaires were filled in by 30 executives working in the public sector in the region of Western Macedonia and Epirus. Our findings show that public sector executives do not consider marketing to be a priority and therefore it is not used at the full of its potential in a way that it could promote the provided services and improve the image that citizens have toward the public administration.
Marketing in Support of Public Administration
SSRN Electronic Journal, 2000
The reality of public administration system in Romania shows that, in addition to normal and fair activities, negative aspects are to be noticed, which start from the misconduct of civil servants and end with a very slow or no progress solving of the encountered problems. A cause of these deficiencies was identified in the monopoly position of the authorities, in the inefficiency and the lack of flexibility.
Marketing Strategies in Public Institutions – Fashion or Necessity?
Challenges of the Knowledge Society, 2011
The marketing strategy, as core of the marketing policy, in the contemporary society and in the public institution, becomes a necessity not just a fashion. We undertake to reinforce this statement by arguments and to outline the specificity of the marketing strategy in the public institution of the modern society. Although public institutions are created and supported only if there is a large amount of social needs to be met during a certain period of time, the adoption of adequate marketing strategies and tactics is a must in order to achieve their efficiency.