Integrating Marketing into Public Administration. Why Public Managers should consider Marketing as a Management Task.
Type
conference paper
Date Issued
2008-05-28
Author(s)
Abstract
Public Marketing has evolved to a self-contained discipline merging thoughts from marketing and public sector management. Against the background of contro-versial debates going along with the development of the field, marketing in the public sector has to face new challenges today. Relationships to customers, employees and other stakeholders appear to become central to the success of public sector organisations. Therefore Public Marketing should evolve from a shallow tool kit to a profound knowledge base for public managers. Based on evidence in the literature it is the purpose of this article to identify preliminary phases within the development of Public Marketing. Further, key learnings from the single phases are derived leading to a re-conception of Public Marketing as an integrated part of public management.
Funding(s)
Language
English
Keywords
Public Marketing
HSG Classification
contribution to scientific community
Refereed
Yes
Event Title
Academy of Management (AMA) Marketing & Public Policy Conference
Event Location
Philadelphia
Subject(s)
Division(s)
Eprints ID
43725