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Stages in the Historical Evolution and the Concept of Public Sector Marketing: Reflections on Developments


  • Alves, Helena
  • Stepanova, Alexandra
  • Vázquez Burguete, José Luis


Prior to properly considering the analysis of any phenomenon or circumstance it is worthwhile to determine it from a conceptual and historical view. This is a reality in case of Marketing, a number of authors focusing their efforts on the delimitation and analysis of the stages in the historical development of the discipline as well as on the evolution of the marketing concept. However, the situation is not so clear in case of some marketing specific branches, as public sector marketing. In this paper, we present an overview on the stages in the historical evolution of public and social dimensions of marketing as well as a review on literature looking for a concept of public sector marketing. Different approaches (sometimes even contradictory positions) and lack of a "formal" agreed definition are concluded.

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  • Alves, Helena & Stepanova, Alexandra & Vázquez Burguete, José Luis, 2011. "Stages in the Historical Evolution and the Concept of Public Sector Marketing: Reflections on Developments," Apas Papers 360, Academic Public Administration Studies Archive - APAS.
  • Handle: RePEc:nsu:apasro:360

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    Marketing concept; marketing historical evolution; theoretical developments; public sector marketing concept; public sector marketing historical e volution;

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