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


  • Kaplan, Andreas M.
  • Haenlein, Michael


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

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    Cited by:

    1. 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.
    2. 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.
    3. 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.
    4. Pucciarelli, Francesca & Kaplan, Andreas, 2016. "Competition and strategy in higher education: Managing complexity and uncertainty," Business Horizons, Elsevier, vol. 59(3), pages 311-320.


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