According to Andreas Kaplan and Michael Haenlein (2009) public marketing is the application of marketing concepts and tools to public administration. Public marketing has evolved to a self-contained discipline merging thoughts from marketing and public sector management. Against the background of contro-versial debates going along with the development of the field, marketing in the public sector has to face new challenges today. Relationships to customers, employees and other stakeholders appear to become central to the success of public sector organisations. Therefore public marketing should evolve from a shallow tool kit to a profound knowledge base for public managers.
[edit] Further reading
- Andreasen, Alan R. (October 1995). Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment. Jossey-Bass. ISBN 0-7879-0137-7.
- Weinreich, Nedra Kline (June 1999). Hands-On Social Marketing: A Step-by-Step Guide. Sage Publications. ISBN 0-7619-0867-6.
- Kaplan Andreas M., Haenlein Michael (2009) The increasing importance of public marketing: Explanations, applications and limits of marketing within public administration, European Management Journal.
- McKenzie-Mohr, Doug; William Smith. Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing.
- Hastings, Gerard (July 2007). Social Marketing – Why Should the Devil Have All the Best Tunes?. Butterworth-Heinemann. ISBN 0-7506-8350-3.
