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Covid-19, marketing public et management des États et services publics en Afrique subsaharienne : essai critique autour de la pensée managériale, entre mobilisation des acteurs et émergence du modèle marketing-mix 10+2P. Le cas du Cameroun

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  • Mireille BITYE MENDOMO

    (Université de Yaoundé II, Cameroun)

Abstract

The article examines the challenges of marketing in the management of States and public services in Cameroon in the context of Covid-19. The results, derived from the Process-Content technique, underline a strong mobilization of marketing-mix practices (Product, Communication, distribution, Physical Evidence, Purple Cow, etc.). These actions, ordered under a processual and sequential evolutionary order of the Covid19 phenomenon, bring out two public values P marketing-mix: “Periodicity and Protection”, summarized under an extended model (10+2P). A public marketing decision-making dashboard is proposed and situates the “Communication” element as an effective response solution against covid 19.

Suggested Citation

  • Mireille BITYE MENDOMO, 2024. "Covid-19, marketing public et management des États et services publics en Afrique subsaharienne : essai critique autour de la pensée managériale, entre mobilisation des acteurs et émergence du modèle marketing-mix 10+2P. Le cas du Cameroun," Les Cahiers du CEDIMES, Institut CEDIMES, vol. 19(HS), pages 171-190.
    • Handle: RePEc:cxb:issued:v19:ihs:n12
    DOI: 10.69611/cahiers19-HS-12
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    References listed on IDEAS

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    1. Martine Brasseur & Bernard Forgues, 2002. "Communiquer en temps de crise," Post-Print hal-02312803, HAL.
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