The Clashing Cultures of Marketing and Organizational Learning
Some emerging contradictions in the public sector
Bibliographic Data
| ID | 12614948 |
|---|---|
| Authors | T Bovaird (0000-0003-4005-3599, corresponding author), Anne Rubienska (University of Birmingham) |
| Year | 1996 |
| Volume | 67 |
| Issue | 1 |
| Pages | 51-84 |
| Publication date | 1996-03-01 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Annals of Public and Cooperative Economics (JOURNAL) |
| Journal identifiers | ISSN: 1370-4788 • E-ISSN: 1467-8292 |
| Publisher | Wiley (PUBLISHER • GB) |
| DOI | 10.1111/j.1467-8292.1996.tb01947.x |
| OpenAlex | W2135419606 |
| Language | EN |
| Citations received | 2 |
| References cited | 15 |
It has became fashionable to recommend ‘marketing’ to any public sector organization in financial difficulties or suffering from an image problem. Yet there are important tensions between the culture of marketing, derived mainly from Anglo‐Saxon models of manufacturing management, and the ethos and practice of public service management. We build upon Senge's model of a learning organization to question whether the use of conventional marketing approaches can be an aid to the most ambitious forms of organizational learning. A new public marketing is proposed which locates the concepts and techniques of marketing strategy within a learning model which makes explicit the political values and processes of public sector agencies. Such an approach requires a major rethink in the approach to marketing currently found in the UK public sector
Business · Business-to-government · Ethos · Marketing management · Marketing mix · Marketing strategy · Organizational culture · Political science · Politics · Public relations · Public sector · Public Sector Marketing · Return on marketing investment · Healthcare innovation and challenges · Management and Organizational Studies · Public Policy and Administration Research · Marketing
Public Services and Market Mechanisms
Pricing the Social Services
Toward Quantum Computing for High-Energy Excited States in Molecular Systems
Consumer and market research in health care
Managing Urban Economic Development
Charging for Local Government Services
Public Enterprise Economics
Management for the Public Domain
Developing the public service orientation
Organizational Learning
| Citations per year | 0.07 |
|---|---|
| Citation span | 1999 - 2012 (14) |
| Highly cited | No |