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Manageralist Thinking on Marketing for Public Services

Author

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  • Anthony Kearsey
  • Richard J. Varey

Abstract

The authors examine the nature of marketing in the public sector as a response to government-led reforms during the past 15 years. They conclude that the public sector is a context in which marketing management differs in both theory and application from the approaches found in profit-oriented, privately-owned organizations. There are elements of commercial marketing theory and practice that are useful at an operational level in public bodies, but the democratic process is a major complication. The development of a new framework for marketing in the special context of public services is urged and a tentative start is attempted.

Suggested Citation

  • Anthony Kearsey & Richard J. Varey, 1998. "Manageralist Thinking on Marketing for Public Services," Public Money & Management, Taylor & Francis Journals, vol. 18(2), pages 51-60, April.
    • Handle: RePEc:taf:pubmmg:v:18:y:1998:i:2:p:51-60
    DOI: 10.1111/1467-9302.00116
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    Cited by:

    1. Andreea Mihaela Barbu, 2012. "Marketing utility and implementation with public services organizations a qualitative study on Romanian market," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 15(46bis), pages 25-40, December.
    2. Kate Mclaughlin & Stephen P. Osborne & Celine Chew, 2009. "Relationship marketing, relational capital and the future of marketing in public service organizations," Public Money & Management, Taylor & Francis Journals, vol. 29(1), pages 35-42, January.
    3. David A. Wernick & Jerry Haar & Latika Sharma, 2014. "The Impact of Governing Institutions on Foreign Direct Investment Flows: Evidence from African Nations," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 5(2), pages 1-12, March.

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