Covid-19, marketing public et management des États et services publics en Afrique subsaharienne: essai critique autour de la pensée managériale, entre mobilisation des acteurs et émergence du modèle marketing-mix 10+2P. Le cas du Cameroun

Mireille BITYE Mendomo
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Mireille BITYE Mendomo: Université de Yaoundé II, Cameroun

Les Cahiers du CEDIMES, 2024, vol. 19, issue HS, 171-190

Abstract: The article examines the challenges of marketing in the management of States and public services in Cameroon in the context of Covid-19. The results, derived from the Process-Content technique, underline a strong mobilization of marketing-mix practices (Product, Communication, distribution, Physical Evidence, Purple Cow, etc.). These actions, ordered under a processual and sequential evolutionary order of the Covid19 phenomenon, bring out two public values P marketing-mix: “Periodicity and Protection”, summarized under an extended model (10+2P). A public marketing decision-making dashboard is proposed and situates the “Communication” element as an effective response solution against covid 19.

Date: 2024
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DOI: 10.69611/cahiers19-HS-12

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