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| Tekijä: | Kaplan, A.M. Haenlein, M. |
| Otsikko: | The increasing importance of public marketing: Explanations, applications and limits of marketing within public administration |
| Lehti: | European Management Journal
2009 : JUN, VOL. 27:3, p. 197-212 |
| Asiasana: | public sector management public administration social marketing marketing |
| Vapaa asiasana: | not-for-profit marketing international |
| Kieli: | eng |
| Tiivistelmä: | This study aims to show how theoretical perspectives, which have emerged in both marketing (hereafter as: m-g.) and public administration (here as: pbl-adm.) during the past few decades, have resulted in a visible and practically relevant convergence btw. these two disciplines, previously discussed only theoretically. Presented are the applications and limits of public m-g. within this framework for the four classical m-g. instruments: product development/improvement, price, promotion and place to show that public m-g. is already a reality in several countries. Finally, reported are the results of five qualitative in-depth interviews performed with pbl-adm. agents from different sectors and countries. These interviews provide an empirical indication for this paper's hypothesis that the historical evolution of the m-g. discipline ... as well as the trend towards "managerialism" in pbl-adm. are likely to lead to an increasing importance of public m-g. over the years to come. |
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