Marketing and the public sector

Higgins, Ros (1994) Marketing and the public sector The University of Queensland:

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Author Higgins, Ros
Title of report Marketing and the public sector
Formatted title


Publication date 1994
Place of publication The University of Queensland
Total pages 98
Language eng
Subjects 1503 Business and Management
Formatted abstract
There has been considerable interest in marketing throughout the public sector in Australia, associated with a desire to improve management efficiency and effectiveness. Although a marketing approach to service delivery can be useful, public agencies need to reformulate business marketing principles to fit the uniqueness of the public sector. Especially important are the broad purposes government agencies serve.

A marketing orientation not only plays a role at the operational level, it also affects the strategic level. It is concluded that a customer orientation in government is a useful and necessary concept, but that a marketing orientation is not essential.


Document type: Research Report
Collection: MBA reports
 
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Created: Tue, 11 Jan 2011, 10:12:59 EST by Ning Jing on behalf of The University of Queensland Library