Traditionally, there is a tendency to think that administration and marketing are two antagonistic notions. Marketing is the science of designing the supply of a product according to the analysis of consumer expectations and taking into account the capacities of the organization as well as all the constraints of the socio-demographic, competitive environment, legal, cultural in which it evolves. For Butler and Collins (1994) marketing has shifted from transactional marketing, rather product-oriented to relational marketing, more client-oriented, which corresponds more to the expectations of public administrations regarding their relations with the citizen, especially the user. But in Morocco, there is a marketing myopia in the public sector. Indeed, this industry often complains about the lack of citizens’ interest in their services and products. These citizens become more demanding and must be satisfied. This article thus has a twofold objective: first, to show wherein the marketing myopia in Moroccan Public Administrations lies, in order to define the heart of their business, and second, to propose a marketing mix for these administrations to optimize their Citizen Relationship Management (CiRM) and see how e-administration responds to a marketing approach.
In the first two decades of the 21st century, the relationship between viewers and television underwent major changes, with the advent of technologies that led to new viewing habits. This situation starts now to question the ability of broadcasters to build and retain loyal viewers. As a response, broadcasters are adapting their contents and distribution to fit in the new digital world. While studying the possible impacts of the efforts made by broadcasters, we complete our analysis by addressing also the factors that guide consumer choices through media use models, which focus on the psychological, emotional, personal and environmental aspects of media consumption choices. Through interviews with Moroccan broadcasters, this paper aims to identify which behavioral aspects and innovation levers broadcasters should take into account to build audience loyalty in the era of digital media.
Considering the diversity of approaches characterizing the research area of consumer resistance, this paper meets two goals. The first is to review the literature to explore this interesting theme and better understand its origins, current state and perspectives. The second is to conduct a preliminary exploratory study aimed at studying the forms of resistance shown by Moroccan consumers, as well as the factors that stimulate their opposition. The results of an exploratory quantitative survey of 130 people are presented. The analysis highlights several forms of resistance; individual and collective, to marketing practices, as well as the elements that trigger this resistance.
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