Publication Date



{Excerpt} The public sector is the part of economic life, not in private ownership, that deals with the production, delivery, and allocation of basic public goods and services at global, regional, national, or local levels. (Its processes and structures can take the form of direct administration, public corporations, and partial outsourcing. Its activities are funded through government expenditure financed by seigniorage, taxes, and government borrowing, or through grants.)

Marketing in the public sector maybe the final frontier. Agencies operating in the public domain can use a custom blend of the four Ps—product (or service), place, price, and promotion—as well as other marketing techniques to transform their communications with stakeholders, improve their performance, and demonstrate a positive return on the resources they are endowed with.


Suggested Citation

Serrat, O. (2010). Marketing in the public sector. Washington, DC: Asian Development Bank.

Required Publisher's Statement

This article was first published by the Asian Development Bank (