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Analyzing the role of public sector marketing in improving social effectiveness: a case study from Anhui province, China

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  • Ahmad Nawaz Zaheer

    (University of Science and Technology of China)

  • Audil Rashid

    (PMAS Arid Agriculture University)

Abstract

The importance of public sector marketing in bridging the gap between society and government cannot be overemphasized. There exists an intricate link between public sector marketing and social effectiveness however, within public sector this relationship has rarely been analyzed. Whether social effectiveness can be a useful tool to maximize benefits of public sector marketing, a study was designed to test the hypothesis and investigate the factors responsible for enhancing the social effectiveness in some major organizations of Anuhi province of China. Our results show that good organization within public sector has most significant contribution in improving social effectiveness (β = 0.30, p

Suggested Citation

  • Ahmad Nawaz Zaheer & Audil Rashid, 2017. "Analyzing the role of public sector marketing in improving social effectiveness: a case study from Anhui province, China," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(1), pages 57-71, March.
    • Handle: RePEc:spr:irpnmk:v:14:y:2017:i:1:d:10.1007_s12208-016-0162-y
    DOI: 10.1007/s12208-016-0162-y
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    References listed on IDEAS

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    1. Albert Caruana & Leyland Pitt & Michael Ewing, 2003. "The market orientation-performance link: the role of service reliability," The Service Industries Journal, Taylor & Francis Journals, vol. 23(4), pages 25-41, September.
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    Cited by:

    1. Lopes, Evandro Luiz & Yunes, Lucas Zimbres & Bandeira de Lamônica Freire, Otávio & Herrero, Eliane & Contreras Pinochet, Luis Hernan, 2020. "The role of ethical problems related to a brand in the purchasing decision process: An analysis of the moderating effect of complexity of purchase and mediation of perceived social risk," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).

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