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. 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.
    2. Hobbs, Jill E. & Goddard, Ellen, 2015. "Consumers and trust," Food Policy, Elsevier, vol. 52(C), pages 71-74.
    3. 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.
    4. Gordon Bergsten, 1985. "On the role of social norms in a market economy," Public Choice, Springer, vol. 45(2), pages 113-137, January.
    5. 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.
    6. 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.
    7. 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.
    8. 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.
    9. 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.
    10. Maynard, Alan, 1986. "Public and private sector interactions: An economic perspective," Social Science & Medicine, Elsevier, vol. 22(11), pages 1161-1166, January.
    11. 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.
    12. 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.
    13. 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.
    14. 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.
    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. 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.
    17. 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.
    18. 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.
    19. 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.
    20. Marjana Johansson & Jerzy Kociatkiewicz, 2011. "City festivals : creativity and control in staged urban experiences," Post-Print hal-02423783, HAL.
    21. 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.
    22. 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.
    23. 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.
    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. Piñeiro-Chousa, Juan & López-Cabarcos, M. Ángeles & Romero-Castro, Noelia María & Pérez-Pico, Ada María, 2020. "Innovation, entrepreneurship and knowledge in the business scientific field: Mapping the research front," Journal of Business Research, Elsevier, vol. 115(C), pages 475-485.
    3. 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.
    4. José María López-Sanz & Azucena Penelas-Leguía & Pablo Gutiérrez-Rodríguez & Pedro Cuesta-Valiño, 2021. "Sustainable Development and Consumer Behavior in Rural Tourism—The Importance of Image and Loyalty for Host Communities," Sustainability, MDPI, vol. 13(9), pages 1-20, April.
    5. 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.
    6. Vuong, Quan-Hoang & Huyen, Nguyen Thanh Thanh & Pham, Thanh-Hang & Phuong, Luong Anh & Nguyen, Minh-Hoang, 2020. "Mapping the intellectual and conceptual structure of research on gender issues in the family business: A bibliometric review," OSF Preprints jgnrw, Center for Open Science.
    7. 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.
    8. Maria Maddalena Sirufo & Francesca De Pietro & Alessandra Catalogna & Lia Ginaldi & Massimo De Martinis, 2021. "The Microbiota-Bone-Allergy Interplay," IJERPH, MDPI, vol. 19(1), pages 1-14, December.
    9. 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.
    10. Oleh Pasko & Mykola Hordiyenko & Fuli Chen & Yarmila Tkal & Yulia Abraham, 2021. "Mapping Global Research on International Financial Reporting Standards: A Scientometric Review," International Journal of Financial Research, International Journal of Financial Research, Sciedu Press, vol. 12(3), pages 116-134, May.
    11. Chris Hydock & Neeru Paharia & T. J. Weber, 2019. "The Consumer Response to Corporate Political Advocacy: a Review and Future Directions," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 6(3), pages 76-83, December.
    12. Erwin Van Tuijl & Leo Van den Berg, 2016. "Annual City Festivals as Tools for Sustainable Competitiveness: The World Port Days Rotterdam," Economies, MDPI, vol. 4(2), pages 1-13, May.
    13. 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.
    14. Zhang, Tianyu & Dong, Peiwu & Zeng, Yongchao & Ju, Yanbing, 2022. "Analyzing the diffusion of competitive smart wearable devices: An agent-based multi-dimensional relative agreement model," Journal of Business Research, Elsevier, vol. 139(C), pages 90-105.
    15. 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.
    16. Carter, Kealy & Jayachandran, Satish & Murdock, Mitchel R., 2021. "Building A Sustainable Shelf: The Role of Firm Sustainability Reputation," Journal of Retailing, Elsevier, vol. 97(4), pages 507-522.
    17. Lee-Chun Wu & Kuei-Lun Chang & Tung-Lin Chuang & You-Shyang Chen & Jung-Fa Tsai, 2022. "Identification of Applicable YouTubers for Hotels: A Case Study of Integrated Hybrid MCDM Model," Sustainability, MDPI, vol. 14(18), pages 1-23, September.
    18. 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.
    19. Vitor Hugo Ferreira & André da Costa Pinho & Dickson Silva de Souza & Bárbara Siqueira Rodrigues, 2021. "A New Clustering Approach for Automatic Oscillographic Records Segmentation," Energies, MDPI, vol. 14(20), pages 1-18, October.
    20. Maurizio Massaro & Francesca Dal Mas & Charbel Jose Chiappetta Jabbour & Carlo Bagnoli, 2020. "Crypto‐economy and new sustainable business models: Reflections and projections using a case study analysis," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(5), pages 2150-2160, September.

    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.