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Public marketing to face wicked problems: theoretical essay for conceptual model construction

Author

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  • Fernanda Rodrigues Siqueira

    (Federal University of Rondonia)

  • Carlos André Silva Müller

    (Federal University of Rondonia)

  • Fábio Rogério Morais

    (Federal University of Rondonia)

Abstract

This study aims to raise evidence of how the domain of public marketing can be a wicked problem instrument to deal with. The evolution of public administration, from bureaucratic to New Public Governance, demonstrated a growing need for interaction between the State and society, which would not be possible without using marketing techniques applied to the public sector in order to communicate with the citizens and other stakeholders, despite the fear of using marketing strategies for public purposes. A literature review realized on wicked problems in political science and how marketing fields have adopted the concept for public marketing purposes. This research was deepened by designing a proposal for a conceptual model involving public marketing and the wicked problem. The essay enabled the development of a State action model, which involves three stages: analysis of the environment, communication with stakeholders and formulation of public policies. When this entire process takes place efficiently, it benefits the construction of public branding. The paper strives to analyze how the State can be the protagonist in facing wicked problems in society through the performance of public policies.

Suggested Citation

  • Fernanda Rodrigues Siqueira & Carlos André Silva Müller & Fábio Rogério Morais, 2023. "Public marketing to face wicked problems: theoretical essay for conceptual model construction," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 477-489, June.
    • Handle: RePEc:spr:irpnmk:v:20:y:2023:i:2:d:10.1007_s12208-022-00351-5
    DOI: 10.1007/s12208-022-00351-5
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    References listed on IDEAS

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    1. Jennifer Lees‐Marshment, 2001. "The Marriage of Politics and Marketing," Political Studies, Political Studies Association, vol. 49(4), pages 692-713, September.
    2. Harri Raisio & Pirkko Vartiainen, 2015. "Accelerating the public’s learning curve on wicked policy issues: results from deliberative forums on euthanasia," Policy Sciences, Springer;Society of Policy Sciences, vol. 48(3), pages 339-361, September.
    3. David Marsh & Paul Fawcett, 2011. "Branding, politics and democracy," Policy Studies, Taylor & Francis Journals, vol. 32(5), pages 515-530.
    4. Walter Wymer, 2021. "Addressing complex social problems with a multi-environmental stakeholder coalition," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(3), pages 403-418, September.
    5. Ulrika Leijerholt & Galina Biedenbach & Peter Hultén, 2019. "Branding in the public sector: a systematic literature review and directions for future research," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 126-140, March.
    6. 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.
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