THE PUBLIC SERVICE OFFERING AND ITS INFLUENCE ON MARKETING PRIORITIES IN LOCAL GOVERNMENT ORGANIZATIONS

摘要

This article employs a comparative case study methodology to critically examine the types of marketing activity undertaken by two local government organizations that are involved in providing discretionary and non-discretionary services, respectively. Achievement of income targets and user satisfaction standards were found to be central to the success of marketing efforts in discretionary public services, while these were not priority objectives in non-discretionary public services. This key difference influenced the range and intensity of marketing activity undertaken and resource commitments provided by public service organizations. Three propositions for future theory development and practice in marketing for public services are offered.