ABSTRACT
This chapter introduces the general concept of marketing and how it has evolved, and discusses the ways of using marketing in the public sector, reasons for its development and its corresponding limitations. Analyse the characteristics of a public marketing setting and identify the limits they impose. The characteristics of public marketing must be well defined in terms of market, organization, exchange and relationship. The broadening of the concept of marketing, along with the reinforcement of the relational aspect of the exchange and the powerful development of marketing tools and techniques enables non-commercial aspects of exchanges to be taken into account. The capacity of public bodies to use marketing tools, and their interest in doing so, lie in introducing differentiation criteria to the offer, and the potential involvement of beneficiaries in the exchange. The beneficiary's personal involvement is often used in marketing, especially in communication.
