IDEAS home Printed from https://ideas.repec.org/a/eee/eurman/v27y2009i3p197-212.html
   My bibliography  Save this article

The increasing importance of public marketing: Explanations, applications and limits of marketing within public administration

Author

Listed:
  • Kaplan, Andreas M.
  • Haenlein, Michael

Abstract

Summary Although the State and its permanent representation, public administration, account for nearly half of GDP in the European Union, there is a surprising decline in research dealing with this sector in the management and marketing literature over the last 10Â years. The objective of our manuscript is to show how theoretical perspectives, which have emerged in both marketing and public administration over the past few decades, have resulted in a visible and practically relevant convergence between these two disciplines that has previously only been discussed theoretically. We present the applications and limits of public marketing within this framework for the four classical marketing instruments (product development/improvement, price, promotion and place) to show that public marketing (i.e., the application of marketing concepts and tools to public administration) is already a reality in a wide variety of countries. Finally, we report the results of five qualitative in-depth interviews which we conducted with public administration agents from different sectors and countries. These interviews provide an empirical indication for our hypothesis that the historical evolution of the marketing discipline from a transaction- to a relationship-orientation as well as the trend towards "managerialism" in public administration, are likely to lead to an increasing importance of public marketing over the coming years.

Suggested Citation

  • Kaplan, Andreas M. & Haenlein, Michael, 2009. "The increasing importance of public marketing: Explanations, applications and limits of marketing within public administration," European Management Journal, Elsevier, vol. 27(3), pages 197-212, June.
  • Handle: RePEc:eee:eurman:v:27:y:2009:i:3:p:197-212
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S026323730800114X
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Tamás Józsa, 2017. "The antecedents of market orientation and its effect on customer satisfaction and service quality: The case of Hungarian municipal public service provisions," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(3), pages 391-407, September.
    2. Lam, Jasmine Siu Lee & Li, Kevin X., 2019. "Green port marketing for sustainable growth and development," Transport Policy, Elsevier, vol. 84(C), pages 73-81.
    3. Kaplan, Andreas, 2014. "European management and European business schools: Insights from the history of business schools," European Management Journal, Elsevier, vol. 32(4), pages 529-534.
    4. Adriana Grigorescu, & Alina Elena Blalia,, 2010. "Romanian Public Marketing in Terms of Necessity,Collaboration and Mix," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 1049-1054, May.
    5. Nelson de Matos & Marisol B. Correia & José Ramón Saura & Ana Reyes-Menendez & Nuno Baptista, 2020. "Marketing in the Public Sector—Benefits and Barriers: A Bibliometric Study from 1931 to 2020," Social Sciences, MDPI, vol. 9(10), pages 1-22, September.
    6. Bercea Oana Bianca & Laura Bacali & Elena-Simina Lakatos, 2016. "Public Marketing: A Strategic Tool for Social Economy," Review of Applied Socio-Economic Research, Pro Global Science Association, vol. 11(1), pages 13-21, June.
    7. Fernanda Rodrigues Siqueira & Carlos André Silva Müller & Fábio Rogério Morais, 2023. "Public marketing to face wicked problems: theoretical essay for conceptual model construction," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 477-489, June.
    8. Pucciarelli, Francesca & Kaplan, Andreas, 2016. "Competition and strategy in higher education: Managing complexity and uncertainty," Business Horizons, Elsevier, vol. 59(3), pages 311-320.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:eurman:v:27:y:2009:i:3:p:197-212. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/wps/find/journaldescription.cws_home/115/description#description .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.