Analyzing the role of public sector marketing in improving social effectiveness: a case study from Anhui province, China

Ahmad Nawaz Zaheer () and Audil Rashid
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Ahmad Nawaz Zaheer: University of Science and Technology of China
Audil Rashid: PMAS Arid Agriculture University

International Review on Public and Nonprofit Marketing, 2017, vol. 14, issue 1, No 4, 57-71

Abstract: Abstract The importance of public sector marketing in bridging the gap between society and government cannot be overemphasized. There exists an intricate link between public sector marketing and social effectiveness however, within public sector this relationship has rarely been analyzed. Whether social effectiveness can be a useful tool to maximize benefits of public sector marketing, a study was designed to test the hypothesis and investigate the factors responsible for enhancing the social effectiveness in some major organizations of Anuhi province of China. Our results show that good organization within public sector has most significant contribution in improving social effectiveness (β = 0.30, p

Keywords: Public sector marketing; Social effectivenes; Culture; Organization; Management; Information (search for similar items in EconPapers)
Date: 2017
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DOI: 10.1007/s12208-016-0162-y

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