Marketing in the Public Sector—Benefits and Barriers: A Bibliometric Study from 1931 to 2020

The global economy has brought economic and social changes that have led organizations to extend their vision beyond consumer and business markets. Particularly, in the marketing of public sector (MPS), the extant theoretical foundations require more comprehensive investigations not only into the ma...

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Bibliographic Details
Published inSocial sciences (Basel) Vol. 9; no. 10; p. 168
Main Authors Matos, Nelson de, Correia, Marisol B., Saura, José Ramón, Reyes-Menendez, Ana, Baptista, Nuno
Format Journal Article
LanguageEnglish
Published Basel MDPI AG 01.10.2020
Subjects
Academic achievement
Barriers
Benefits
Bibliometrics
Consumerism
Consumers
Global economy
Literature reviews
main trends
Marketing
Political power
Public health education
public marketing
Public sector
Social responsibility
Society
Systematic review
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Summary:The global economy has brought economic and social changes that have led organizations to extend their vision beyond consumer and business markets. Particularly, in the marketing of public sector (MPS), the extant theoretical foundations require more comprehensive investigations not only into the main topics researchers have looked into the past, but also into the new challenges they will face in the future. Thus, the purpose of this study is to provide a thorough a bibliometric overview of the theoretical framework and to identify benefits and barriers of marketing in the public sector. We provide an overview of the theoretical framework and identify the benefits and barriers of marketing in the public sector through a bibliometric study. To achieve this objective, a systematic literature review was conducted of 3926 articles from 1931 to 2020. The results allowed the identification of four main theoretical clusters: educational, public health, social economics and urban politics. It also offered benefits and barriers in the context of MPS. Conclusions and implications to the academia and managers are drawn. Future research opportunities are also provided.
ISSN:2076-0760
2076-0760
DOI:10.3390/socsci9100168