New Public Sector Marketing

Theo Cowdell

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Public Policy and Administration Research Marketing and Advertising Strategies Public Procurement and Policy

Abstract

New Public Sector Marketing examines the relationship between public sector institutions and their markets. It discusses how the public sector needs to understand fully the requirements and motives of all its users before it can resource the many goods and services it provides and ensure ultimate user satisfaction. Each chapter discusses an important topic or dimesion of marketing, defines it in a public sector context, and provides a framework for considering its implications. As extensive collection of cases are used throughout the text, bringing the subject to life and serving as a basis for further discussion and consideration.

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