Public Sector Marketing in a Period of Crisis: Perceptions and Challenges for the Public Sector Managers

Ioannis Antoniadis (), Maria Stathopoulou and Panagiotis Trivellas
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Ioannis Antoniadis: Western Macedonia University of Applied Sciences
Maria Stathopoulou: Western Macedonia University of Applied Sciences
Panagiotis Trivellas: Technological Educational Institute of Central Greece

A chapter in Strategic Innovative Marketing, 2019, pp 25-31 from Springer

Abstract: Abstract Public sector marketing has been an important field of marketing study as public sector management paradigms evolve and change because of the challenges posed by e-governance and information technologies. These changes are also reflected in the new models of public administration (New Public Management—NPM) that are more market and customer oriented. In this paper, the perceptions toward the importance of marketing in the public sector are examined, using the NPM model. Structured interviews were performed and questionnaires were filled in by 30 executives working in the public sector in the region of Western Macedonia and Epirus. Our findings show that public sector executives do not consider marketing to be a priority and therefore it is not used at the full of its potential in a way that it could promote the provided services and improve the image that citizens have toward the public administration.

Keywords: Public sector marketing; Public sector management; Greece (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-16099-9_4

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DOI: 10.1007/978-3-030-16099-9_4

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