n Journal of Public Administration - Marketing as a tool to promote public service provision

Abstract

Marketing is relevant for all organisations and institutions irrespective of the sector in which they may operate. The financial situation implies that the public sector has to increasingly maximise value for money by providing the highest quality services within budget limits which may be shrinking in real terms. Public marketing is regarded as a remedy or solution since it promotes the provision of services and products to address national issues. Marketing can be used for the benefit of public sector organisations. Public sector organisations are normally engaged in the provision of services as opposed to the sale of products, and because of this people / communities have to be acknowledged. One of the key marketing activities in the public sector is to educate the public about what is available, why certain services have to be delivered in the way they are, what is in the best public interest, and reasons for reduced or inadequate service provision. The public sector, like the private sector, will use marketing techniques to raise its profile, demonstrate quality and gain a positive image in the market place.