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Marketing within the public sector
journal contribution
posted on 2000-12-04, 00:00 authored by Mike Ewing, A CaruanaMuch has been written on the applicability of the marketing concept in the public sector. Allied to a ‘market-orientation’ is the notion of internal marketing (IM). Some research has been conducted on IM, but this has generally been confined to firms in the private sector. IM focuses on acquiring and retaining customer-oriented employees. As part of a wider study, which investigates various aspects of public sector management, this paper sets out to explore the different applications of internal marketing in the public sector. Suitable measures are identified and results from an Australian study are reported. Three different types of public sector organizations are identified, based on their current level of IM orientation. The three clusters are then described and profiled. Management implications are considered and directions for future research offered.
History
Journal
Journal of Nonprofit and Public Sector MarketingVolume
8Issue
1Pagination
3 - 15Publisher
RoutledgeLocation
Philadelphia, PaPublisher DOI
ISSN
1049-5142eISSN
1540-6997Language
engPublication classification
C1.1 Refereed article in a scholarly journalCopyright notice
2000, The Haworth PressUsage metrics
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