Marketing of Public Service: A Literature Review

Abstract

The application of marketing in public administrations is arousing debate within the academic community. While some experts believe that marketing is incompatible with the principles and objectives of incompatible public service ((Laufer Romain, Burlaud Alain 1980), Connolly (1991) and Sabadie (2003)), others argue that it can be integrated effectively with appropriate adaptation (Kotler and Levy (1969), Jérom Bon (1989)). In this article, we explore the modern direction of marketing, which focuses more on customer satisfaction, quality, ethics, and building trusting relationships. This vision seems aligned with the missions of the public service which seek to defend the rights of citizens and guarantee their well-being. It is essential to adopt an approach specific to the public sector, while recognizing the importance of such integration by decision-makers. By highlighting these elements, this article aims to provide a basis for future exploration of methods and approaches traditionally used in the private sector, but which could benefit the public sector.

Keywords: Marketing; Public administration; Private sector

JEL Classification : M30, M38

Paper type: Theoretical Research.