Manageralist Thinking on Marketing for Public Services

Abstract

The authors examine the nature of marketing in the public sector as a response to government-led reforms during the past 15 years. They conclude that the public sector is a context in which marketing management differs in both theory and application from the approaches found in profit-oriented, privately-owned organizations. There are elements of commercial marketing theory and practice that are useful at an operational level in public bodies, but the democratic process is a major complication. The development of a new framework for marketing in the special context of public services is urged and a tentative start is attempted.