Public marketing

According to Andreas Kaplan and Michael Haenlein (2009) public marketing is the application of marketing concepts and tools to public administration. Public marketing has evolved to a self-contained discipline merging thoughts from marketing and public sector management. Against the background of contro-versial debates going along with the development of the field, marketing in the public sector has to face new challenges today. Relationships to customers, employees and other stakeholders appear to become central to the success of public sector organisations. Therefore public marketing should evolve from a shallow tool kit to a profound knowledge base for public managers.