Redistribution based concept of marketing for public organizations

Consumer Social Responsibility eJournal. 2013. Vol. 2. No. 68. P. 1–28.

Novatorov E. V.

ABSTRACT The author deconstructs the prevailing conceptualization of public sector marketing and concludes it rests on three principles: voluntary exchange, an open system organization,and self-interest motivation. A review of the genesis of these principles revealed that alternative principles were ignored in the social science literature. Based on a qualitative analysis and critical hermeneutic approach a revised conceptualization of public sector marketing was suggested which incorporated the principles of redistribution, the features of a closed system model of formal organizations, and collectivistic interest motivation. A revised definition of public sector marketing is offered based on these principles. Key Words: Public sector marketing, Redistribution, Substantivist economic anthropology.

Keywords: маркетинг, marketing, public sector, anthropology of organizations, антропология организаций, общественный сектор