ABSTRACT
For many years in the 1970s and 1980s, lectures on marketing in the public sector began apologetically with an explanation of why marketing might be important — and generally they adopted a rather defensive standpoint, assuming that many in the audience would be predisposed to be hostile to the concept. This is no longer the case, as the growing literature on public sector marketing attests. However, the suspicion remains that public sector marketing has to demonstrate its role carefully and has to demarcate itself clearly from private sector marketing. This chapter looks at how marketing can contribute to the more efficient and effective operation of public sector organizations and services. <target id="page_260" target-type="page">260</target>Definitions of Marketing
“The role of marketing is to make selling superfluous.” (Michael Baker)
“Marketing means making products that don’t come back for customers who do.” (Peter Drucker)
“Identifying the needs of your target audience and satisfying them according to your organizational objectives.” (Institute of Marketing)
