Public sector marketing, political science and the science of public administration: the evolution of a transdisciplinary dialogue

Abstract

This article describes the evolution of the application of marketing techniques to the public sector and evaluates how political science and public administration have responded to them. Within the framework of the new definition of marketing established by the American Marketing Association (AMA), this article also discusses the potential of marketing in contemporary public management and its coherence with democratic values.

Analysis of information on mitigating SUS's judicialization in digital media

“…Based on Figure 3, when there is fake public marketing , there is investment in marketing of a public policy that grants a high degree of legitimacy that does not correspond to a project's real results. Under this possibility – using marketing to deceive the citizen –, several authors in fact condemn it; therefore, they do not agree with the use of advanced marketing techniques in the public sector (Bouzas-Lorenzo, 2010). Especially given the evolution of fields such as neuromarketing, through which influences can be subtle and imperceptible (Murphy, Illes, & Reiner, 2008).…”

“…However, in contrast to other practices that were more easily consolidated in public administration, marketing's route through the areas of public administration proved more difficult than expected in the early 1980s (Bouzas-Lourenzo, 2010; Laing, 2003). Even in the political changes characterized by the New Public Management, there was a strong reluctance to adopt marketing concepts as means to understand and manage the uncertainty inherent to the new paths of public administration (Laing, 2003).…”

“…Even in the political changes characterized by the New Public Management, there was a strong reluctance to adopt marketing concepts as means to understand and manage the uncertainty inherent to the new paths of public administration (Laing, 2003). In general, it has been associated with pure electoral advertising (Bouzas-Lorenzo, 2010).…”

Operating in a Constricted Space: Policy Actor Perceptions of Targeting to Address U.S. Health Disparities

“…Yet in the past decade, government agencies worldwide have emphasized more persuasive approaches that incorporate marketing and targeting as policy tools (John 2011; Lascoumes and Le Gales 2007). These approaches reflect a more general trend toward the application of business practices to policy efforts (Bouzas-Lorenzo 2010).…”

“…Research shows that policy actors find tools such as social marketing attractive because they are perceived as more indirect, less coercive, and potentially less expensive than alternative approaches (Howlett 2011; John 2011; Lascoumes and Le Gales 2007). Overall, marketing and, with it, targeting have moved from a tangential position in the public sector to a more influential role to address social challenges in domains such as health, crime, and education (Bouzas-Lorenzo 2010; Lee 2018).…”