Kearsey A, Varey R J
Public Money & Management, (UK), Apr-Jun 1998 Vol 18 No 2 Start page: 51 No of pages: 10
Points to the lack of a universal definition of marketing and to the difficulty of applying product-based concepts to services marketing and to the public sector in particular; discusses characteristics of public sector and non-profit organizations, and reviews the literature on consumer choice in the public sector context. Examines marketing management and planning and the marketing mix, noting implementation issues and questioning whether politicians will allow a strategic marketing approach to be adopted in the (UK) public sector.
Subject(s): PUBLIC SECTOR, MARKETING THEORY, SERVICES MARKETING, UNITED KINGDOM, MARKETING MIX
Database: MDA: Marketing & Distribution Abstracts
Style: Literature review. Reference: 27AP269
Reproduced by permission of Anbar Management Intelligence