The Relevance and Efficacy of Marketing in Public and Non-Profit Service Management

Wright, GH, Chew, C and Hines, A (2012) The Relevance and Efficacy of Marketing in Public and Non-Profit Service Management. Public Management Review, 14 (4). pp. 433-450. ISSN 1471-9037

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Official URL: http://www.tandfonline.com/loi/rpxm20#.VNjopvldVPM

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. © 2012 Copyright Taylor and Francis Group, LLC.

Item Type:	Article
Peer-reviewed:	Yes
Date Deposited:	15 Sep 2017 09:04
Publisher:	Taylor & Francis
Additional Information:	This is an Author Accepted Manuscript of a paper accepted for publication in Public Management Review, published by and copyright Taylor & Francis.
Divisions:
Subject terms:	Social Sciences, Management, Public Administration, Business & Economics, MANAGEMENT, PUBLIC ADMINISTRATION, Marketing, user focus, nature of PNSOs, service, CHARITABLE ORGANIZATIONS, ABSORPTIVE-CAPACITY, DOMINANT LOGIC, ORIENTATION, QUALITY, PERSPECTIVE, PARADIGM, FUTURE, PROFIT, GOODS, Marketing, user focus, nature of PNSOs, service, 1503 Business And Management, 1605 Policy And Administration, 1501 Accounting, Auditing And Accountability, Political Science & Public Administration
URI:	https://e-space.mmu.ac.uk/id/eprint/619074
DOI:	https://doi.org/10.1080/14719037.2011.649973
ISSN	1471-9037

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