Marketing in the Government Sector: A Public Policy Model

Public agencies show increasing interest in marketing strategies. Although a marketing approach to service delivery can be useful, public agencies need to reformulate business marketing principles to fit the uniqueness of the public sector. Especially important are the broad purposes government agencies serve, as opposed to the narrow, self-interest goals of the private for-profit sector. Using revenue departments as an illustrative case, the author proposes a public policy model of marketing for a government sector.