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The Public Service Offering and its Influence on Marketing Priorities in Local Government Organizations

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  • Celine Chew
  • Christopher Vinestock

Abstract

This article employs a comparative case study methodology to critically examine the types of marketing activity undertaken by two local government organizations that are involved in providing discretionary and non-discretionary services, respectively. Achievement of income targets and user satisfaction standards were found to be central to the success of marketing efforts in discretionary public services, while these were not priority objectives in non-discretionary public services. This key difference influenced the range and intensity of marketing activity undertaken and resource commitments provided by public service organizations. Three propositions for future theory development and practice in marketing for public services are offered.

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  • Celine Chew & Christopher Vinestock, 2012. "The Public Service Offering and its Influence on Marketing Priorities in Local Government Organizations," Public Management Review, Taylor & Francis Journals, vol. 14(4), pages 473-497, May.
    • Handle: RePEc:taf:pubmgr:v:14:y:2012:i:4:p:473-497
    DOI: 10.1080/14719037.2011.649971
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    Cited by:

    1. Giovanni Gerardus Poluakan & Lexi Lumingkewas & Abdul Rahman Dilapanga, 2021. "Performance Analysis of Public Services of The Government of Malalayang District, Manado City," Technium Social Sciences Journal, Technium Science, vol. 21(1), pages 121-135, July.

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