IDEAS home Printed from https://ideas.repec.org/a/gam/jscscx/v9y2020i10p168-d419053.html
   My bibliography  Save this article

Marketing in the Public Sector—Benefits and Barriers: A Bibliometric Study from 1931 to 2020

Author

Listed:
  • Nelson de Matos

    (School of Management, Hospitality and Tourism (ESGHT), Universidade do Algarve, Campus of Penha, 8005-139 Faro, Portugal
    Research Centre for Tourism, Sustainability and Well-Being (CinTurs), Campus of Gambelas, 8005-139 Faro, Portugal)

  • Marisol B. Correia

    (School of Management, Hospitality and Tourism (ESGHT), Universidade do Algarve, Campus of Penha, 8005-139 Faro, Portugal
    Research Centre for Tourism, Sustainability and Well-Being (CinTurs), Campus of Gambelas, 8005-139 Faro, Portugal
    Centre for Tourism Research, Development and Innovation (CiTUR), Campus of Penha, 8005-139 Faro, Portugal
    CEG-IST, Instituto Superior Técnico, Universidade de Lisboa, 1049-001 Lisboa, Portugal)

  • José Ramón Saura

    (Department of Business Economics, Rey Juan Carlos University, Paseo Artilleros, s/n., 28032 Madrid, Spain)

  • Ana Reyes-Menendez

    (Department of Business Economics, Rey Juan Carlos University, Paseo Artilleros, s/n., 28032 Madrid, Spain)

  • Nuno Baptista

    (Superior School of Social Communication, Polytechnic Institute of Lisbon, 1549-014 Lisboa, Portugal
    NECE, University of Beira Interior, 6201-001 Covilhã, Portugal)

Abstract

The global economy has brought economic and social changes that have led organizations to extend their vision beyond consumer and business markets. Particularly, in the marketing of public sector (MPS), the extant theoretical foundations require more comprehensive investigations not only into the main topics researchers have looked into the past, but also into the new challenges they will face in the future. Thus, the purpose of this study is to provide a thorough a bibliometric overview of the theoretical framework and to identify benefits and barriers of marketing in the public sector. We provide an overview of the theoretical framework and identify the benefits and barriers of marketing in the public sector through a bibliometric study. To achieve this objective, a systematic literature review was conducted of 3926 articles from 1931 to 2020. The results allowed the identification of four main theoretical clusters: educational, public health, social economics and urban politics. It also offered benefits and barriers in the context of MPS. Conclusions and implications to the academia and managers are drawn. Future research opportunities are also provided.

Suggested Citation

  • Nelson de Matos & Marisol B. Correia & José Ramón Saura & Ana Reyes-Menendez & Nuno Baptista, 2020. "Marketing in the Public Sector—Benefits and Barriers: A Bibliometric Study from 1931 to 2020," Social Sciences, MDPI, vol. 9(10), pages 1-22, September.
    • Handle: RePEc:gam:jscscx:v:9:y:2020:i:10:p:168-:d:419053
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2076-0760/9/10/168/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2076-0760/9/10/168/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Gordon Bergsten, 1985. "On the role of social norms in a market economy," Public Choice, Springer, vol. 45(2), pages 113-137, January.
    2. Ernest Yaw Tweneboah-Koduah & Matilda Adams & Kwamina Minta Nyarku, 2020. "Using Theory in Social Marketing to Predict Waste Disposal Behaviour among Households in Ghana," Journal of African Business, Taylor & Francis Journals, vol. 21(1), pages 62-77, January.
    3. Meiling Han & Martin De Jong & Zhuqing Cui & Limin Xu & Haiyan Lu & Baiqing Sun, 2018. "City Branding in China’s Northeastern Region: How Do Cities Reposition Themselves When Facing Industrial Decline and Ecological Modernization?," Sustainability, MDPI, vol. 10(1), pages 1-25, January.
    4. Anas A. Makki & Ibrahim Mosly, 2020. "Factors Affecting Public Willingness to Adopt Renewable Energy Technologies: An Exploratory Analysis," Sustainability, MDPI, vol. 12(3), pages 1-11, January.
    5. Natalia Szablewska & Krzysztof Kubacki, 2019. "A Human Rights-Based Approach to the Social Good in Social Marketing," Journal of Business Ethics, Springer, vol. 155(3), pages 871-888, March.
    6. Aidan R. Vining & Anthony E. Boardman, 2008. "The potential role of public--private partnerships in the upgrade of port infrastructure: normative and positive considerations," Maritime Policy & Management, Taylor & Francis Journals, vol. 35(6), pages 551-569, December.
    7. Kaplan, Andreas M. & Haenlein, Michael, 2009. "The increasing importance of public marketing: Explanations, applications and limits of marketing within public administration," European Management Journal, Elsevier, vol. 27(3), pages 197-212, June.
    8. Perianes-Rodriguez, Antonio & Waltman, Ludo & van Eck, Nees Jan, 2016. "Constructing bibliometric networks: A comparison between full and fractional counting," Journal of Informetrics, Elsevier, vol. 10(4), pages 1178-1195.
    9. Haenschen, Katherine & Wolf, Jordan, 2019. "Disclaiming responsibility: How platforms deadlocked the Federal Election Commission's efforts to regulate digital political advertising," Telecommunications Policy, Elsevier, vol. 43(8), pages 1-1.
    10. Marjana Johansson & Jerzy Kociatkiewicz, 2011. "City festivals : creativity and control in staged urban experiences," Post-Print hal-02423783, HAL.
    11. Alexander Chernev & Sean Blair, 2015. "Doing Well by Doing Good: The Benevolent Halo of Corporate Social Responsibility," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(6), pages 1412-1425.
    12. Hobbs, Jill E. & Goddard, Ellen, 2015. "Consumers and trust," Food Policy, Elsevier, vol. 52(C), pages 71-74.
    13. Anders Broström & Staffan Karlsson, 2017. "Mapping research on R&D, innovation and productivity: a study of an academic endeavour," Economics of Innovation and New Technology, Taylor & Francis Journals, vol. 26(1-2), pages 6-20, February.
    14. Bercea Oana Bianca & Laura Bacali & Elena-Simina Lakatos, 2016. "Public Marketing: A Strategic Tool for Social Economy," Review of Applied Socio-Economic Research, Pro Global Science Association, vol. 11(1), pages 13-21, June.
    15. Burris, Scott, 2008. "Stigma, ethics and policy: A commentary on Bayer's "Stigma and the ethics of public health: Not can we but should we"," Social Science & Medicine, Elsevier, vol. 67(3), pages 473-475, August.
    16. Zhang, Daowei & Aboagye Owiredu, Eric, 2007. "Land tenure, market, and the establishment of forest plantations in Ghana," Forest Policy and Economics, Elsevier, vol. 9(6), pages 602-610, February.
    17. Child, Brian & Muir, Kay & Blackie, Malcolm, 1985. "An improved maize marketing system for African countries : The case of Zimbabwe," Food Policy, Elsevier, vol. 10(4), pages 365-373, November.
    18. Rodney Duffett, 2020. "The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers," Sustainability, MDPI, vol. 12(12), pages 1-25, June.
    19. Atanu Sengupta & Sanjoy De, 2020. "Review of Literature," India Studies in Business and Economics, in: Assessing Performance of Banks in India Fifty Years After Nationalization, chapter 0, pages 15-30, Springer.
    20. Maynard, Alan, 1986. "Public and private sector interactions: An economic perspective," Social Science & Medicine, Elsevier, vol. 22(11), pages 1161-1166, January.
    21. Harriss-White, Barbara, 1995. "The changing public role in services to food and agriculture : The legal regulation of food markets in India," Food Policy, Elsevier, vol. 20(6), pages 585-596, December.
    22. Lydia Zepeda & Robin Douthitt & So‐Ye You, 2003. "Consumer Risk Perceptions Toward Agricultural Biotechnology, Self‐Protection, and Food Demand: The Case of Milk in the United States," Risk Analysis, John Wiley & Sons, vol. 23(5), pages 973-984, October.
    23. Will Low & Eileen Davenport, 2009. "Organizational Leadership, Ethics and the Challenges of Marketing Fair and Ethical Trade," Journal of Business Ethics, Springer, vol. 86(1), pages 97-108, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ana Joana Fernandes & Joao J. Ferreira, 2022. "Entrepreneurial ecosystems and networks: a literature review and research agenda," Review of Managerial Science, Springer, vol. 16(1), pages 189-247, January.
    2. Hrosul, Viktoriia & Kruhlova, Olena & Kolesnyk, Alina, 2023. "Digitalization of the agricultural sector: the impact of ICT on the development of enterprises in Ukraine," Agricultural and Resource Economics: International Scientific E-Journal, Agricultural and Resource Economics: International Scientific E-Journal, vol. 9(4), December.
    3. Rui Cunha Marques & Álvaro Fonseca, 2010. "Market structure, privatisation and regulation of Portuguese seaports," Maritime Policy & Management, Taylor & Francis Journals, vol. 37(2), pages 145-161, March.
    4. Cristina Blasi Casagran & Colleen Boland & Elena Sánchez-Montijano & Eva Vilà Sanchez, 2021. "The Role of Emerging Predictive IT Tools in Effective Migration Governance," Politics and Governance, Cogitatio Press, vol. 9(4), pages 133-145.
    5. Khalid Ahmed Al-Ansari & Ahmet Faruk Aysan, 2021. "More than ten years of Blockchain creation: How did we use the technology and which direction is the research heading? [Plus de dix ans de création Blockchain : Comment avons-nous utilisé la techno," Working Papers hal-03343048, HAL.
    6. Rafael Martínez-Peláez & Alberto Ochoa-Brust & Solange Rivera & Vanessa G. Félix & Rodolfo Ostos & Héctor Brito & Ramón A. Félix & Luis J. Mena, 2023. "Role of Digital Transformation for Achieving Sustainability: Mediated Role of Stakeholders, Key Capabilities, and Technology," Sustainability, MDPI, vol. 15(14), pages 1-27, July.
    7. María Pinto & Rosaura Fernández-Pascual & David Caballero-Mariscal & Dora Sales, 2020. "Information literacy trends in higher education (2006–2019): visualizing the emerging field of mobile information literacy," Scientometrics, Springer;Akadémiai Kiadó, vol. 124(2), pages 1479-1510, August.
    8. Gordon Kofi Sarfo-Adu, 2021. "Forest Tenure and Sustainable Forest Management: Drawing Lessons from the Literature," Environmental Management and Sustainable Development, Macrothink Institute, vol. 10(2), pages 1-16, May.
    9. Bach Quang Ho & Yuki Inoue, 2020. "Driving Network Externalities in Education for Sustainable Development," Sustainability, MDPI, vol. 12(20), pages 1-16, October.
    10. William Philip Wall & Bilal Khalid & Mariusz Urbański & Michal Kot, 2021. "Factors Influencing Consumer’s Adoption of Renewable Energy," Energies, MDPI, vol. 14(17), pages 1-19, August.
    11. He Tingting, 2021. "Comparing Money and Time Donation: What Do Experiments Tell Us?," Marketing of Scientific and Research Organizations, Sciendo, vol. 41(3), pages 65-94, September.
    12. Alberto Cerezo-Narváez & Andrés Pastor-Fernández & Manuel Otero-Mateo & Pablo Ballesteros-Pérez, 2022. "The Influence of Knowledge on Managing Risk for the Success in Complex Construction Projects: The IPMA Approach," Sustainability, MDPI, vol. 14(15), pages 1-30, August.
    13. Nasrabadi, Mohamadreza Azar & Beauregard, Yvan & Ekhlassi, Amir, 2024. "The implication of user-generated content in new product development process: A systematic literature review and future research agenda," Technological Forecasting and Social Change, Elsevier, vol. 206(C).
    14. Amalia Cristina NEDELCUȚ & Răzvan Liviu NISTOR, 2021. "Evaluation Of The Satisfaction Level Of Two Digital Art Festivals: Elektro Arts And Clujotronic," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 1(23), pages 1-4.
    15. Gangan Prathap & Somenath Mukherjee, 2020. "Letter to the Editor: Comments on the paper of Batagelj—on fractional approach to analysis of linked networks," Scientometrics, Springer;Akadémiai Kiadó, vol. 124(3), pages 2717-2722, September.
    16. Rafidah Md Noor & Nadia Bella Gustiani Rasyidi & Tarak Nandy & Raenu Kolandaisamy, 2020. "Campus Shuttle Bus Route Optimization Using Machine Learning Predictive Analysis: A Case Study," Sustainability, MDPI, vol. 13(1), pages 1-24, December.
    17. Dominika Ehrenbergerová & Martin Hodula & Zuzana Gric, 2022. "Does capital-based regulation affect bank pricing policy?," Journal of Regulatory Economics, Springer, vol. 61(2), pages 135-167, April.
    18. Ivan De Battista & Franco Curmi & Emanuel Said, 2021. "Influencing Factors Affecting Young People’s Attitude Towards Online Advertising: A Systematic Literature Review," International Review of Management and Marketing, Econjournals, vol. 11(3), pages 58-72.
    19. Perez-Vega, Rodrigo & Hopkinson, Paul & Singhal, Aishwarya & Mariani, Marcello M., 2022. "From CRM to social CRM: A bibliometric review and research agenda for consumer research," Journal of Business Research, Elsevier, vol. 151(C), pages 1-16.
    20. Hans Pohl, 2024. "Using citation-based indicators to compare bilateral research collaborations," Scientometrics, Springer;Akadémiai Kiadó, vol. 129(8), pages 4751-4770, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jscscx:v:9:y:2020:i:10:p:168-:d:419053. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.