The Diffusion of Marketing Orientation in a Public Organization

Autor:	Hiroaki Ishii, Taku Togawa, Ichiro Inoue
Jazyk:	japonština
Rok vydání:	2018
Předmět:	marketing in the public sector social marketing market orientation Marketing. Distribution of products HF5410-5417.5
Zdroj:	Maketingu Janaru, Vol 38, Iss 2, Pp 107-118 (2018)
Druh dokumentu:	article
ISSN:	0389-7265 2188-1669
DOI:	10.7222/marketing.2018.044
Popis:	Many researchers and practitioners have discussed the marketing orientation in various organizations. Although marketing orientation in public organizations is a popular theme, only a limited Japanese city offices have given importance to marketing activities. In this article, we focus on Nagareyama City, which has a marketing division and implements many marketing activities. The results of interview surveys indicated that their marketing efforts have contributed to an increase in the population. Our paper indicates the challenges faced by public organizations when implementing marketing activities, the effect of the mayor’s emphasis on marketing orientation, and the diffusion of this orientation among public organizations.
Databáze:	Directory of Open Access Journals
Externí odkaz:	https://doaj.org/article/c8f18a6ff1274e6f84ab67402d26dd34 Zobrazit plný text záznamu View record in DOAJ