The public service offering and its influence on marketing priorities in local government organizations

Chew, Celine and Vinestock, Christopher 2012. The public service offering and its influence on marketing priorities in local government organizations. Public Management Review 14 (4) , pp. 473-497. 10.1080/14719037.2011.649971

Full text not available from this repository.

Abstract

This article employs a comparative case study methodology to critically examine the types of marketing activity undertaken by two local government organizations that are involved in providing discretionary and non-discretionary services, respectively. Achievement of income targets and user satisfaction standards were found to be central to the success of marketing efforts in discretionary public services, while these were not priority objectives in non-discretionary public services. This key difference influenced the range and intensity of marketing activity undertaken and resource commitments provided by public service organizations. Three propositions for future theory development and practice in marketing for public services are offered.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HJ Public Finance J Political Science > JS Local government Municipal government
Uncontrolled Keywords:	Public service offering; public sector marketing; discretionary services; non-discretionary services; local government.
Publisher:	Taylor & Francis
ISSN:	1471-9037
Related URLs:	http://www.tandfonline.com/doi/abs/10.10...
Last Modified:	19 Mar 2016 22:58
URI:	https://orca.cardiff.ac.uk/id/eprint/33464

Citation Data

Cited 9 times in Scopus. View in Scopus. Powered By Scopus® Data

Actions (repository staff only)

Edit Item