Oxford University Press's
Academic Insights for the Thinking World

  • Author: Jeff French

Marketing-driven government (Part 2)

When marketing is used in government, its impact is often limited because it is dogged by a short-term, fragmented approach influenced by political time cycles. Government marketing is often characterised by an overemphasis on broadcast communications, including digital platforms, to the exclusion of a more citizen-centric approach focused on listening, relationship building, and social networking.

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Marketing-driven government (Part 1)

Marketing is an approach to social programme design and delivery that should underpin how governments and not-for-profit agencies develop and select policy, shape how services are delivered, and build sustained partnerships with citizens and other stakeholder organisations. However, marketing is a very often misunderstood and misapplied within Government

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