Are public sector organizations becoming customer centred?

Abstract

Reports a systematic analysis of marketing positions advertised in the Australian public sector between 1982 and 1991. Compares the use of such positions by various component groups of organizations within the public sector. Using Kotler and Andreasen′s typology, seeks to discover the extent to which such organizations are customer versus organization centred. Also analyses trends over the ten‐year period. Discovers three distinct segments of public sector organizations: the policy makers; service deliverers; and trading organizations.