The relevance and efficacy of marketing in public and non-profit service management

Wright, Gillian H., Chew, Celine and Hines, Anthony 2012. The relevance and efficacy of marketing in public and non-profit service management. Public Management Review 14 (4) , pp. 433-450. 10.1080/14719037.2011.649973

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Abstract

The central premise of this article is that public and non-profit service organizations (PNSOs) seek to add value to their multiple stakeholders with their multiple objectives. With the nature and difference of PNSOs in mind, we consider the relevance and the potential impact that a market-led orientation and the various elements of a strategic marketing approach to PNSO management can have on service outcomes and value. We conclude that although PNSOs utilize some management theorems effectively, there is potential for marketing concepts to make a significant contribution to the effective management of public services in contemporary society.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HJ Public Finance
Uncontrolled Keywords:	Marketing; user focus; nature of PNSOs; service.
Publisher:	Taylor & Francis
ISSN:	1471-9037
Related URLs:	http://www.tandfonline.com/doi/abs/10.10...
Last Modified:	19 Mar 2016 22:58
URI:	https://orca.cardiff.ac.uk/id/eprint/33468

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