• Richard Christy
  • Jill Brown


This chapter reviews the rôle that marketing is beginning to play in the public services. Marketing ideas arose in the United States, as a conséquence of the need for firms in fast-moving consumer goods markets to compete with each other. The appeal of marketing in this context is clear: those firms who better understand and find ways of responding to the needs of their customers will be more effective in their chosen markets and be more likely to achieve commercial success. From fast-moving consumer goods markets, the marketing approach has spread to cover consumer durables, services, business-to-business markets and also ‘not-for-profit’ organisations in the public services.


Public Service Service User Customer Orientation Buyer Behaviour Relationship Marketing 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Richard Christy and Jill Brown 1996

Authors and Affiliations

  • Richard Christy
  • Jill Brown

There are no affiliations available

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