Journal ArticleDOI
Marketing for Public Organizations
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TLDR
The role of marketing for public organizations has received limited attention in the academic or management literature as discussed by the authors, however, the role of public organizations is not discussed in the literature in this paper.Abstract:
The role of marketing for public organizations has received limited attention in the academic or management literature.read more
Citations
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The New Public Governance? 1
TL;DR: More than a decade has passed since the publication of Christopher Hood's influential piece that codified the nature of the New Public Management (NPM) (Hood 1991).
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The SERVICE framework: a public service-dominant approach to sustainable public services
TL;DR: In this article, the authors argue that the new public management has been a flawed paradigm for public services delivery that has produced very internally efficient but externally ineffective public service organizations, and they argue that it is essential for PSOs to move beyond the transactional approach and take a relational and public-service-dominant approach.
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Toward a typology of government social media communication: Democratic goals, symbolic acts and self-presentation
TL;DR: A literature review from diverse sources, including e-government, business, human-computer interaction, social psychology and human communication, is conducted to develop a typology of government communication on social media and presents a classification scheme with 12 specific categories.
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Public policy marketing: marketing exchange in the public sector
TL;DR: In this article, the concept of public policy marketing is proposed to enable governments to sell their policies to citizens, based on noncommercial marketing exchanges specific to the context of public administration.
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Can marketing contribute to sustainable social enterprise
TL;DR: In this article, the authors explore the role of marketing as a route to sustainability for social enterprises providing public services and examine the tensions between the economic and social objectives, both of social enterprises and of marketing.
References
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The Concept of the Marketing Mix
Abstract: I HAVE always found it interesting to observe how an apt or colorful term may catch on, gain wide usage, and help to further understanding of a concept that has already been expressed in less appealing and communicative terms. Such has been true of the phrase "marketing mix," which I began to use in my teaching and writing some 15 years ago. In a relatively short time it has come to have wide usage. This note tells of the evolution of the marketing mix concept.
Book
Strategic marketing for nonprofit organizations
Philip Kotler,Alan R. Andreasen +1 more
TL;DR: This chapter discusses the growth and development of Nonprofit Marketing, and develops a Customer-Centered Mindset, as well as strategies for managing and controlling marketing strategies.
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