Consumer‐Client Orientation and Public Service Marketing

Abstract

Explores the development of consumer orientation in private sector marketing, and goes on to consider the meaning of consumer‐clientele orientation in public service marketing. Suggests explanations for how consumer‐client orientation is oriented in public service marketing. Recommends general approaches for facilitating consumer‐client orientation in public service marketing.

Citation

Beltramini, R.F. (1981), "Consumer‐Client Orientation and Public Service Marketing", European Journal of Marketing, Vol. 15 No. 4, pp. 17-25. https://doi.org/10.1108/EUM0000000004879