Marketing and public sector management

The public service sector is reorganizing its management strategy and it is relying increasingly on a marketing approach to make its decisions. Such an approach as proven beneficial in many cases. However, it must be remembered that the needs of a consumer and of a citizen are sometimes different. Public service is the responsibility of the state and must therefore be managed primarily by political decisions. Marketing, although having a place in public service, should play only a secondary role to political decision-making.