Accueil > Catégories > Sociétés > Économie
Samedi 01 novembre 2008
Publié le jeudi 22 mai 2008 par Raphaëlle Daudé
Le secteur public a pour finalité de produire un impact sur son environnement. La performance publique se situe donc à l'interface de l'organisation publique et de son environnement et ne peut être mesurée ou gérée sur la seule base de ses ressources et activités internes. Justement, le marketing, entendu de manière extensive (Kotler, 1969), est en charge de gérer les relations d'une organisation avec l'ensemble de ses partenaires extérieurs. L'incorporation des dispositifs marketing dans les systèmes de mesure de la performance publique semble donc inéluctable, pour le meilleur et pour le pire. L'objectif de ce numéro spécial est de réunir des recherche empiriques focalisées sur les modalités et les effets de la mise en œuvre des démarches marketing dans le secteur public.
Guest Editor : Professor Tony Proctor, Chester Business School, University of Chester.
This special edition aims to inform readers on the processes and the consequences of adopting marketing approaches within public sector. It will focus on “marketisation” (increase performance in service delivery) and social marketing in order to link these integrated marketing approaches to performance that relies not only on promotion and communication, but also on the will to identify the needs of their public.
Marketing in the public sector faces challenges both a regional and national level. In particular, there is emphasis on performance management and the adoption of an approach to business that parallels that in the profit making private sector. As public organisations aim to produce impacts on their external environment, their performance needs to be measured, not only at the internal level but also at the external level. This is the reason why marketing approaches and their specific tools have a key role to play in the management and measurement of public performance.
The creation of initiatives between public and private sectors, involving partnerships and joint ventures companies, and, the emphasis on changing attitudes and behaviour in Society, have focussed attention on making strategic decisions in increasingly market-oriented ways. A successful adoption of a market orientation allows the public sector to become better positioned to exploit emerging opportunities. Recognition of opportunities that exist, the marketing orientation required to exploit these opportunities and the enabling strategies demanded are key to the future development of public sector organisations in the 21st century.
Theoretical and empirically-based papers are being sought for a special issue of IJPSPM which will explore to what extent marketing can, should and indeed must improve the customer orientation within the public sector and the ways in which this goal can best be achieved. The exploration of key marketing challenges and the identification of best practice in differing marketing contexts are highly topical and important. Papers adopting a theoretical approach are welcome provided they deal with new marketing tools and approaches. However, priority will be given to papers which concentrate on empirical researches (cases studies). The general theme of the special issue will be around how public sector executives plan strategic marketing activities to increase performance within their organisations.
This special edition aims to inform readers on the processes and the consequences of adopting marketing approaches within public sector. It will focus on “marketisation” (increase performance in service delivery) and social marketing in order to link these integrated marketing approaches to performance that relies not only on promotion and communication, but also on the will to identify the needs of their public. Areas that may provide an appropriate focus include (but are not necessarily limited to):
All manuscripts must be submitted in line with the guidelines for the International Journal of Public Sector Performance Management .
You may send one copy in the form of an MS Word file attached to an e-mail (details in Author Guidelines) to the following:
Tony Proctor
E-mail: tony_proctor@btinternet.com
with a copy to:
IEL Editorial Office
E-mail: ijatm@inderscience.com
and
Marcel Guenoun
E-mail: marcel.guenoun@univ-cezanne.fr
Pour de plus amples informations sur ce numéro, nous vous invitons à consulter le site internet de la revue: www.inderscience.com/ijpspm/
« Le marketing au service de la performance publique ? », Appel à contribution, Calenda, publié le jeudi 22 mai 2008, http://calenda.revues.org/nouvelle10537.html