ABSTRACT
If this book had been written twenty years ago then it is very unlikely that there would have been any mention of marketing, let alone a chapter devoted to the subject. Equally, the organizational culture of the times would probably have meant that although PSOs were interested and involved in some aspects of public relations, it is likely that it would have not been regarded as that important a subject. The changes that have taken place over the last twenty years have substantially altered this situation and marketing has become an increasingly important activity. This is illustrated by the fact that a report of the Association of Market Survey Organizations showed that market research expenditure by public bodies amounted to £17.2 million in 1993 which was an increase of 29 per cent over the previous year. The following policy changes which took place over this period have contributed to the growth in interest and activity in marketing and PR in PSOs:
the introduction of market testing and competition
pressure for PSOs to generate additional income streams
the need for PSOs to be able to demonstrate improved performance
the need for PSOs to improve the degree of consumer satisfaction with their services.
