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The Relevance and Efficacy of Marketing in Public and Non-Profit Service Management

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  • Gillian H. Wright
  • Celine Chew
  • Anthony Hines

Abstract

The central premise of this article is that public and non-profit service organizations (PNSOs) seek to add value to their multiple stakeholders with their multiple objectives. With the nature and difference of PNSOs in mind, we consider the relevance and the potential impact that a market-led orientation and the various elements of a strategic marketing approach to PNSO management can have on service outcomes and value. We conclude that although PNSOs utilize some management theorems effectively, there is potential for marketing concepts to make a significant contribution to the effective management of public services in contemporary society.

Suggested Citation

  • Gillian H. Wright & Celine Chew & Anthony Hines, 2012. "The Relevance and Efficacy of Marketing in Public and Non-Profit Service Management," Public Management Review, Taylor & Francis Journals, vol. 14(4), pages 433-450, May.
    • Handle: RePEc:taf:pubmgr:v:14:y:2012:i:4:p:433-450
    DOI: 10.1080/14719037.2011.649973
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