Management de marketing: efficience et efficacité
Date de publication :
02/01/2008
Langue :
French
Format :
.doc
Nombre de pages :
5 pages
Sommaire :
Sommaire
- Can a value-based marketing strategy be applied to the public sector?
- How do individual employees help or hinder the implementation of a value-based marketing strategy for institutions in the public sector?
Résumé :
As explained in Les Echos, Les nouveaux managers du secteur public, the traditional model of the public sector showed up its limits : it is transformed and uses practices from the private companies management, such as : the measurement of performances, strategies and schemes, consumers' expectations towards public sector ( rise of wealth for some people, and growing needs for elderly, ill people).
But it has not always been this way.
Indeed, on the one hand the private sector emphasizes on results' assessment, decentralisation, strategy and ability to react... On the other side, the public sector was characterised by strong planning, resources assessment, rigorous administration, deep hierarchical structures, centralised control...Its goal is the general interest, while marketing in private sector intends to maximise the company's profits.
Contrary to publics services which have to conform to the equality principle, private companies through their value-based marketing strategies segment the markets in order to adapt better their services demand, and are free to choose the more cost-effective and profitable segments.
But it has not always been this way.
Indeed, on the one hand the private sector emphasizes on results' assessment, decentralisation, strategy and ability to react... On the other side, the public sector was characterised by strong planning, resources assessment, rigorous administration, deep hierarchical structures, centralised control...Its goal is the general interest, while marketing in private sector intends to maximise the company's profits.
Contrary to publics services which have to conform to the equality principle, private companies through their value-based marketing strategies segment the markets in order to adapt better their services demand, and are free to choose the more cost-effective and profitable segments.
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