chapter  5
Marketing strategy
ByMartial Pasquier, Jean-Patrick Villeneuve
Pages 24

This chapter looks at how marketing strategy can be applied to a public organization. The structuring of strategic processes differs significantly between public and private organizations, notably in terms of translating political objectives into managerial action. Generally speaking, as private companies are active in competitive markets, relevant strategic decisions must enable a competitive strategy to be defined. Marketing strategy is one of a company's various functional strategies and includes research strategy, production strategy, etc. At an overall strategic level, public activity is defined on the one hand by laws and regulations, or aspects of public policy. On the other hand, strategies are governed by arrangements concerning the organizations responsible for carrying out these tasks – the degree of organizational and decision-making autonomy. Organizational strategy only occurs at the following level, and must take account of both the context previously mentioned, and the organization's environment.