Published in Canadian Government Executive
James (jim) H. Mintz, Managing Partner, Center of Excellence for Public Sector Marketing
Bernie Colterman, Managing Partner, Center of Excellence for Public Sector Marketing
Doug Church, Partner, Phase 5
Marketing has been a fundamental practice in business for many years. While marketing remains a major management function in business, it is now being used, albeit with varying degrees of success, in government. With governments, crown corporations/agencies and other public institutions spending significant dollars delivering programs and services, there is a need for increased efficiency, accountability and responsiveness. With the shift of the public sector to more of a managerial, business-like approach, the adoption of marketing practices can serve as a key component in strengthening accountability in government operations.
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