This study presents a systematic literature review of public marketing, examining its theoretical foundations, empirical applications, and methodological approaches. Using the Theory–Context–Construct–Methodology (TCCM) framework, the review analyzes 56 peer-reviewed articles published between 2005 and 2025. Findings reveal that public marketing integrates principles from social marketing, public value theory, and relationship marketing but remains theoretically fragmented. Empirical studies are concentrated in public health and environmental sectors, with limited exploration of areas like taxation, urban transport, and civic engagement. Methodologically, the field is dominated by qualitative case studies and cross-sectional surveys, with few experimental or longitudinal designs. This review identifies key research gaps and proposes future directions to advance public marketing as a critical governance capability, enhancing policy communication, citizen engagement, and public trust.
Harleen Kaur (Tue,) studied this question.