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Public Sector Marketing

The meaning of marketing is construed in two different but complementary ways. In the first and most widespread meaning, the emphasis is on the managerial dimension, with special focus being dedicated to the tasks that an organization must fulfill in order to ensure long-term success with target groups. The second and more comprehensive meaning is concerned with the function of marketing. It focuses on the notions of exchange and relationship as these occur between an organization and those individuals and groups who seek to satisfy their needs. Analogously, public sector marketing seeks to articulate and propose solutions regarding the exchange and relationships occurring between a government organization and individuals, groups of individuals, organizations or communities in connection with the request for and performance of public-oriented tasks and services.

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  • Reasons for the growing use of marketing in the public sector