Introduction and the New Mindset in the Public Sector for Effective Governance

Abstract

The chapter provides a comprehensive overview of the role of marketing in the public sector and the importance of effective governance in this sector. It emphasizes the need for the public sector to be relevant, efficient, effective, sustainable, and impactful to ensure the people's welfare. It also explores the transformation of the public sector and the reforms that have taken place in governmental institutions, civil service, and public capital. Meanwhile, the chapter discusses the distinctions between the private and public sector models, highlighting the continuum from pure private to pure public and the role of marketing in this context. Furthermore, it delves into the various forms of marketing in the public sector, including the promotion of goods and services, social media marketing, marketing for policies, and de-marketing, emphasizing the need for marketing initiatives in the public sector to consider the unique goals, circumstances, and duties of public sector organizations.