| Titre | Approches pour définir un marketing public | |
|---|---|---|
| Auteur | Jérôme Bon, Albert Louppe, Michel Menguy | |
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Revue | Revue française d'administration publique |
| Numéro | no 6, 1978/2 Les méthodes modernes de gestion. | |
| Rubrique / Thématique | Études |
|
| Page | 12 pages | |
| Résumé anglais |
Methods for defining a marketing public. The authors have attempted to identify the various directions in which a marketing public develops. For a number of years, marketing techniques have been used by public companies, administrations and local governments ; that is why an up-to-date definition of «marketing public» is becoming a delicate issue. In view of this, the authors suggest two approaches : one presenting marketing normatively as a tool for public bodies whose main objectives and operating conditions are fixed on a political plane ; the other presenting marketing developmentally as a method to revise targets and overhaul structures. The authors follow up on both approaches, emphasizing that effective marketing experience is going to increasingly influence decision makers and contribute to changing the expectations of the public and of public bodies. Source : Éditeur (via Persée) |
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| Article en ligne | https://www.persee.fr/doc/rfap_0152-7401_1978_num_6_1_1019 |
