Final published version
Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Marketing in the public sector
T2 - Towards a typology of public services
AU - Laing, A.
PY - 2003
Y1 - 2003
N2 - The concept of marketing has conventionally been viewed by public service professionals as inappropriate to organizations concerned with the delivery of public good services. However, the adoption of private sector based approaches to theorganization of public services in many post-modern western economies has forced a fundamental reconsideration of the potential contribution of marketing to thedelivery of public services. Against such a backdrop this paper critically reviews the underlying characteristics of public sector services and through articulating aclassification of such services based on the nature of the organization-service user interaction, explores the application of particular conceptualizations of marketing to discrete categories of public services. © 2003, SAGE Publications. All rights reserved.
AB - The concept of marketing has conventionally been viewed by public service professionals as inappropriate to organizations concerned with the delivery of public good services. However, the adoption of private sector based approaches to theorganization of public services in many post-modern western economies has forced a fundamental reconsideration of the potential contribution of marketing to thedelivery of public services. Against such a backdrop this paper critically reviews the underlying characteristics of public sector services and through articulating aclassification of such services based on the nature of the organization-service user interaction, explores the application of particular conceptualizations of marketing to discrete categories of public services. © 2003, SAGE Publications. All rights reserved.
KW - marketing
KW - models
KW - public services
U2 - 10.1177/1470593103042005
DO - 10.1177/1470593103042005
M3 - Journal article
VL - 3
SP - 427
EP - 445
JO - Marketing Theory
JF - Marketing Theory
SN - 1470-5931
IS - 4
ER -