Marketing

... 1.Introduction: The aim of this paper is to discuss the concept of marketing within the context of the public/government sector. Also, issues of relevance, benefits, constraints and implementation, including literature based or organisation specific adaptations or models, trends and current practises have been included. The paper begins with the discussion of traditional marketing mix that is what marketing is and the 4Ps of marketing. It suggests that the simplicity of this marketing mix paradigm has become a taken for granted path rather than considering it a social exchange process and hence customers suffer. It discusses broadening the concept of marketing and new approach to marketing, which emphasises on social and relationship marketing. Then, the government/public sector has been introduced and it proceeds with whether traditional marketing principles can be applied to the marketing of organisations in this sector. It concentrates on issues of relevance-how marketing mix fits to it, what are the benefits

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