Making the twain meet: applying marketing principles to local government activities

Paper

Gardiner, Michael and Brown, Les. 1999. "Making the twain meet: applying marketing principles to local government activities." Cadeaux, Jack and Uncles, Mark (ed.) ANZMAC 1999: Marketing in the Third Millennium. Sydney, Australia 28 Nov - 01 Dec 1999 Sydney, Australia.
Paper/Presentation Title

Making the twain meet: applying marketing principles to local government activities

Presentation TypePaper
AuthorsGardiner, Michael (Author) and Brown, Les (Author)
EditorsCadeaux, Jack and Uncles, Mark
Journal or Proceedings TitleProceedings of the 1999 Australian and New Zealand Marketing Academy Conference (ANZMAC 1999)
Number of Pages6
Year1999
Place of PublicationSydney, Australia
ISBN073340572X
Web Address (URL) of Paperhttp://pandora.nla.gov.au/pan/25410/20020805-0000/130.195.95.71_8081/www/ANZMAC1999/Site/G/Gardiner.pdf
Conference/EventANZMAC 1999: Marketing in the Third Millennium
Event Details
ANZMAC 1999: Marketing in the Third Millennium
Parent
ANZMAC Conference
Event Date
28 Nov 1999 to end of 01 Dec 1999
Event Location
Sydney, Australia
Abstract

This paper presents a local government marketing model developed from marketing principles. Although local government has met the general needs of corporatisation by
downsizing, changing accounting practices, and adopting new human resource planning procedures, it has had difficulties in adopting marketing principles. Unlike private sector
organisations, local government management has to comply to National Competition Policy guidelines, as well as delivering services in an environment where the public is increasingly seeking accountability and perceived value from their representatives. In addressing this need, the model developed in this research recognises the importance of the customer – citizen continuum as a means of coping with the psychic distance between the electors and the
elected in adapting marketing principles to local government activities. Local government marketing is seen here as being different from that which might apply to other levels of government (state and federal) because of the relative closeness between local government
operations and the public. Therefore accountability and service to the community and other stakeholders are seen as paramount and any strategic marketing approach must cater for constituents’ needs. Most marketing literature recognises this need but fails to provide a holistic approach, as is required in this instance, instead tending to use piecemeal applications.
This paper therefore, presents a local government marketing application model, which encompasses the issues raised above. This model was developed from the literature and then
subjectively tested using a case study approach.

Keywordslocal government; government marketing; marketing principles
ANZSRC Field of Research 2020350608. Marketing theory
Public Notes

File reproduced in accordance with the copyright policy of the publisher/author.

Byline AffiliationsSchool of Management and Marketing
Institution of OriginUniversity of Southern Queensland
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