Citizens and consumers: Marketing and public sector management

Abstract

There is a growing interest in the use of marketing techniques and approaches in the management of the public services, as a result of changed perceptions of public services, and the developments in public service management in the last decade. This article discusses the nature of marketing and distinguishes strategic marketing from consumer marketing. The particular difficulties of marketing public services are considered. Specific development of marketing approaches in the civil service, local government, and the National Health Service are discussed. Finally, it is argued that the applicability of marketing concepts in the public services is limited because of the nature of the polity and the relationship between states and citizens.