Marketing in the Public Sector
Bachelor / Master
Marketing used to be historically seen as an activity undertaken by private commercial subjects to grow sales of the products and services they supply to the market. Later conceptions of marketing began to pay more attention to customer needs, resulting in particular in changes in product and service development areas that began to adapt to these needs and requirements. However, as Philip Kotler and Sidney J. Levy noted in their influential study Broadening the Concept of Marketing, marketing is more than just selling company products. They pointed to politicians‘ de facto marketing campaigns, or US universities competing for the best students. They then defined marketing itself as a „ubiquitous social activity“ and effectively reinterpreted it for use outside the commercial sphere. Marketing has thus gradually become part of the activities of organizations in areas such as the non-profit sector, politics, public administration, destination management etc.