MANAGERIALIST THINKING ON MARKETING FOR PUBLIC-SERVICES

The authors examine the nature of marketing in the public sector as a response to government-led reforms during the past 15 years. They conc lude that the public sector is a context in which marketing management differs in both theory and application from the approaches found in p rofit-oriented, privately-owned organizations. There are elements of c ommercial marketing theory and practice that are useful at an operatio nal level in public bodies, but the democratic process is a major comp lication. The development of a new framework for marketing in the spec ial context of public services is urged and a tentative start is attem pted.