Public marketing to face wicked problems: theoretical essay for conceptual model construction

Fernanda Rodrigues Siqueira (), Carlos André Silva Müller and Fábio Rogério Morais
Additional contact information
Fernanda Rodrigues Siqueira: Federal University of Rondonia
Carlos André Silva Müller: Federal University of Rondonia
Fábio Rogério Morais: Federal University of Rondonia

International Review on Public and Nonprofit Marketing, 2023, vol. 20, issue 2, No 10, 477-489

Abstract: Abstract This study aims to raise evidence of how the domain of public marketing can be a wicked problem instrument to deal with. The evolution of public administration, from bureaucratic to New Public Governance, demonstrated a growing need for interaction between the State and society, which would not be possible without using marketing techniques applied to the public sector in order to communicate with the citizens and other stakeholders, despite the fear of using marketing strategies for public purposes. A literature review realized on wicked problems in political science and how marketing fields have adopted the concept for public marketing purposes. This research was deepened by designing a proposal for a conceptual model involving public marketing and the wicked problem. The essay enabled the development of a State action model, which involves three stages: analysis of the environment, communication with stakeholders and formulation of public policies. When this entire process takes place efficiently, it benefits the construction of public branding. The paper strives to analyze how the State can be the protagonist in facing wicked problems in society through the performance of public policies.

Keywords: Public Administration; Public Marketing; Political Sciences; Wicked Problem (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://link.springer.com/10.1007/s12208-022-00351-5 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:irpnmk:v:20:y:2023:i:2:d:10.1007_s12208-022-00351-5

Ordering information: This journal article can be ordered from
http://www.springer.com/business/journal/12208

DOI: 10.1007/s12208-022-00351-5

Access Statistics for this article

International Review on Public and Nonprofit Marketing is currently edited by Helena Maria Alves

More articles in International Review on Public and Nonprofit Marketing from Springer, International Association of Public and Non-Profit Marketing
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().