Journal of Business and entrepreneurial
January . March Vol. 8 - 1 - 2024
http://journalbusinesses.com/index.php/revista
e-ISSN: 2576-0971
journalbusinessentrepreneurial@gmail.com
Receipt: 12 june 2023
Approval: 22 December 2023
Page 26-40
Marketing applications in the public sector. A
systematic review
Aplicaciones del Marketing en el sector público. Una
revisión sistemática
Diego Vinicio Orellana Bueno
*
Pablo Javier Pérez Jara
*
ABSTRACT
Marketing in the public sector has a crucial role to
play in building trust, enabling efficient
communication between the public and the
governing body and enhancing socio-economic
progress. The objective of the research is to conduct
a systematic review of the existing literature on the
practical applications of marketing in the public
sector. The methodology was descriptive and
qualitative conducted through a systematic review.
The results allow distinguishing the main
contributions and practical applications made by
studies on marketing in the public sector. It can be
concluded that examining the pragmatic implications
of marketing in the sector is of considerable
importance because of its ability to revolutionize the
delivery of government services. By understanding
the demands and trends of the population, public
sector entities can strategically design and modify
* Doctor of Philosophy with a major in administration.
Professor of the Academic Unit of Administration, Catholic
University of Cuenca
dorellana@ucacue.edu.ec
Cuenca, Ecuador
https://orcid.org/0000-0002-7320-8684
* Master's degree in computer education.
Teacher of the Academic Unit of Administration
Catholic University of Cuenca
pperezj@ucacue.edu.ec
Cuenca Ecuador
https://orcid.org/0000-0001-8538-5955
e-ISSN: 2576-0971. January - March Vol. 8 - 1 - 2024 . http://journalbusinesses.com/index.php/revista
27
their systems to address these needs more efficiently
and improve the allocation of limited resources.
Keywords: Contributions, applications, practices,
marketing, public sector
RESUMEN
El Marketing en el sector público tiene una función
crucial para fomentar la confianza, permitir una
comunicación eficiente entre la población y el órgano
de gobierno y mejorar el progreso socioeconómico.
El objetivo de la investigación es realizar una revisión
sistemática de la literatura existente sobre las
aplicaciones prácticas del marketing en el sector
público. La metodología fue descriptiva y cualitativa
realizada mediante una revisión sistemática. Los
resultados permiten distinguir las principales
contribuciones y aplicaciones prácticas que realizan
los estudios sobre marketing en el sector público. Se
puede concluir, que examinar las consecuencias
pragmáticas del marketing en el sector tiene una
importancia considerable debido a su capacidad de
revolucionar la prestación de servicios
gubernamentales, al comprender las demandas y
tendencias de la población, las entidades del sector
público pueden diseñar y modificar estratégicamente
sus sistemas para abordar estas necesidades de
manera más eficiente y mejorar la asignación de
recursos limitados.
Palabras clave: Contribuciones, aplicaciones,
prácticas, marketing, Sector público
INTRODUCTION
Marketing in the public sector plays a key role in building trust, facilitating effective
dialogue between citizens and government, and driving socioeconomic development
(Litovtseva et al., 2022).. The adoption of marketing 4.0 models in the public sector can
modernize public administration and effectively address obstacles such as politicization,
fragmentation and lack of transparency in public systems (Fernández-Villacañas Marín,
2021).. In this context, marketing in the public sector represents an actively evolving
e-ISSN: 2576-0971. January - March Vol. 8 - 1 - 2024 . http://journalbusinesses.com/index.php/revista
28
multidisciplinary domain, and that relationship marketing is recognized as the main
mechanism to cultivate trust (Matos et al., 2020).
On the other hand, the conceptual framework of marketing in the public sector covers
a variety of fields, ranging from education and public health to social economics and
urban policy (Kumar and Arora, 2023).. In addition, internal marketing practices
implemented by public sector nonprofit organizations, such as police departments, are
of paramount importance in fostering employee satisfaction, which, in turn, affects the
quality of services provided (Salamoura et al., 2020).. In other words, marketing in the
public sector is of paramount importance to enhance citizen trust, increase service
delivery, and ensure both employee and customer satisfaction.
In recent decades, there has been a growing interest in the application of marketing
strategies in the public sector, an area traditionally associated with marketing in the
private sector. This evolving trend can be attributed to the urgent need to improve the
efficiency, effectiveness and transparency of services provided by government and public
organizations. In addition, the public sector faces a number of challenges, such as the
scarcity of financial resources, the presence of diverse stakeholders and the complexity
of public policies. It is crucial to understand how marketing strategies can be used to
increase communication, citizen participation, satisfaction and efficiency in this context.
Therefore, the aim of the research is to conduct a systematic review of the existing
literature on the practical applications of marketing in the public sector.
MATERIALS AND METHODS
The systematic review of the literature was carried out in accordance with the PRISMA
statement (Kitchenham, 2004, 2007; Moher et al. (Kitchenham, 2004, 2007; Moher et
al., 2009; Pardal-Refoyo and Pardal-Peláez, 2020).. Furthermore, it presents a descriptive
nature while adopting a quantitative framework.
Research Questions
Q1: What are the main contributions reported by studies that address the study of
marketing in the public sector?
Q2: What are the practical implications reported by studies that address the study of
marketing in the public sector?
Inclusion/exclusion criteria
The following section proposes the inclusion and exclusion criteria that documents must
meet in order to be included in the systematic review:
Only articles that include empirical research will be considered, while review articles,
systematic reviews, errata, letters to the editor or papers originating from academic and
scientific events will be excluded.
Papers published in the last five years (2018 to 2022) will be included.
Articles that do not refer to the subject of the study will be excluded.
Papers dealing with the practical application of marketing in the private sector will be
excluded.
e-ISSN: 2576-0971. January - March Vol. 8 - 1 - 2024 . http://journalbusinesses.com/index.php/revista
29
Articles written in languages other than English or Spanish will not be considered eligible
for this study.
Articles lacking empirical research or lacking a content validation process by expert
judges will be excluded.
Search Equation
The research was conducted in the scientific databases SCOPUS, Web of Science, Scielo.
On February 25, 2023, the results were limited to the five most recent years with the
intention of collecting data focused on the evaluated topic. The key terms used were:
"Marketing" and "Public sector". Thus, the following search string was constructed and
adapted according to the advanced search parameters of each digital database:
("marketing") AND ("Public administration" OR "Public sector".
Publication selection process
The preliminary investigation yielded a total of 2024 records. Subsequently, after
elimination of replicated papers, inclusion and exclusion criteria were used, resulting in
a final count of 407. Further review of titles, abstracts and keywords was conducted to
determine the relevance of the articles, leading to the selection of 9 papers for inclusion
in the study. The manuscripts underwent a thorough evaluation and were reviewed by
an expert educator specialized in the respective field and in conducting mapping/RSL
research.
RESULTS
Based on the analysis conducted at each stage of the systematic investigation, the final
count of selected scientific articles was nine. A graphical representation of the
complexities of the study is shown in Figure 1:
Figure 1. Flow chart of the search.
Identificati
on
Number of records identified by
searching the
Scielo database: 19, SCOPUS: 1644,
WoS: 361
(n= 2024).
Number of duplicate
records
(n=234)
Screeni
ng
e-ISSN: 2576-0971. January - March Vol. 8 - 1 - 2024 . http://journalbusinesses.com/index.php/revista
30
Number of records screened
(n=407)
Number of records
excluded because they did
not meet the
Inclusion/Exclusion criteria (
n=1383).
Suitabili
ty
Number of full text records
evaluated for eligibility (
n=8)
Number of full text articles
excluded after reading title
and abstract
(n=399)
Inclusion
Number of studies included in the
qualitative synthesis
(n=8)
Source: Elaborated from systematic literature search.
Table 1 below identifies the title, authors, date of publication and number of citations of
the articles that were included for the qualitative synthesis. It is evident that the SCOPUS
database hosts the largest number of publications on the subject, with a predominance
of publications in 2020, but the article with the highest number of citations is attached
to the Web of Science and covers the implications of Social Marketing in public
management.
Table 1. Articles included in the study
N
°
Title
Authors
Ye
ar
Quotati
ons
BD
1
A
Impression
Marketing as
a Tool for
Building
Emotional
Connections
in the Public
Likarchuk, N.
Andrieieva, O.
Likarchuk, D.
Bernatskyi, A.
202
2
1
SCOP
US
e-ISSN: 2576-0971. January - March Vol. 8 - 1 - 2024 . http://journalbusinesses.com/index.php/revista
31
Administrati
on Sphere
2
A
Marketing
research in
the context
of trust in
the public
sector: A
case of the
digital
environment
.
Litovtseva, V.
Krawczyk, D.
Kuzior, A.
, Brychko, M.
Vasylieva, T.
202
2
3
3
A
Formation of
the Regional
Marketing
Strategy for
the Modern
Transformati
on of Public
Administrati
on
Kudrina, O.,
Husarina, N.,
Satyvaldieva,
B.Kopanchuk,
O., Maievskyi,
Y.
202
1
0
4
A
Marketing
communicati
ons
management
in the public
administratio
n system
Shevchenko,
I.Y.,
Nepomnyashc
hyy, O.M.,
Marusheva,
O.A.,
Medvedchuk,
O.V.,
Lahunova, I.A.
202
0
5
5
A
Digital
marketing,
elements of
the public
sector
competition
value chain
in
Miranda, P.P.,
Salazar-
Araujo, E.,
Mendoza,
Z.V.Á.,
Cardona, J.O.
202
0
0
e-ISSN: 2576-0971. January - March Vol. 8 - 1 - 2024 . http://journalbusinesses.com/index.php/revista
32
Barranquilla,
(Colombia)
6
A
Employment
trend of
graduates of
bachelor of
science in
business
administratio
n major in
marketing of
the college
of business,
accountancy
and public
administratio
n, Isabela
State
University
Alvarez,
M.T.S.
202
0
2
7
A
Government
marketing: a
public
administratio
n's concept
Perez-Rojas,
GA
202
2
0
WoS
8
A
Social
marketing in
public
administratio
n of social
service
institutions
Bukanov, H;
Kolesnyk, A;
(...); Koval, V
201
9
24
Note: N: Article number/code. DB: Scientific databases. Source: Elaborated
from systematic literature search.
However, compiling the main contributions of the scientific literature related to
marketing in the public sector is essential. These contributions provide a solid and
contemporary theoretical foundation, which enables the establishment of well-founded
strategies and approaches to improve government service delivery. Identifying research
gaps is also crucial, as it directs future research efforts and guides the formulation of
e-ISSN: 2576-0971. January - March Vol. 8 - 1 - 2024 . http://journalbusinesses.com/index.php/revista
33
novel strategies. By reinforcing actions with scientific evidence, credibility is
strengthened and interdisciplinary knowledge is amalgamated, both of which are
essential elements for optimizing marketing practices in the public sector. In this sense,
among the contributions made by the different authors in their studies, the following can
be highlighted:
Likarchuk et al. (2022) conduct an analysis on the use of print marketing as a tool in the
political sphere. The focus is on identifying the emotions that influence decision making,
as well as the impact of emotional marketing on a person's feelings and emotional state.
In addition, the various components of appeal, theatricality and entertainment that exist
in modern politics are examined. This examination includes examples such as speeches
made by politicians, parliamentary sessions or arrests and searches of businessmen in
the political landscape. It is found that emotions serve as an indicator of the political
situation in Ukraine, and that fear plays a key role in mobilization. Ultimately, it is
concluded that print marketing is indeed a powerful tool for aligning the electorate with
the emotional rhythm of information perception.
Litovtseva et al. (2022) state that the paper presents concepts and suggestions for public
sector entities to increase trust through effective digital marketing approaches. The
results indicate that public sector marketing is a multidisciplinary field of scientific
research that is actively progressing. The application of cluster analysis reveals that
modernization and the interaction between service marketing and consumer behavior
are the most limited and pioneering areas of research in this field. Scholars consider
relationship marketing to be the main mechanism for establishing trust in the public
sector. The research underscores the need to modify marketing tools in response to
the major transition from offline to online services.
Kudrina et al. (2021) in their paper presents the incorporation of market principles into
the operations of subnational governments and the drive to develop competitive and
cooperative strategies. The focus is on the use of marketing tools in the transformation
of public administration. A discussion is presented on the regional competition model,
which promotes selective development and encourages provincial and municipal
governments to proactively engage in the formulation and implementation of
competitive strategies. The paper recognizes the systemic heterogeneity and
fundamental disparities in the evolution of regional economic landscapes, and emphasizes
the imperative need to overcome the fallacy of equating socioeconomic progress at the
national level. In addition, an algorithm for assessing regional competitiveness and a
process model for implementing a regional marketing strategy are presented.
Shevchenko et al. (2020) discuss in their research the importance of building effective
marketing communications systems in public administration, which is often overlooked
in marketing communications research that focuses on the private sector. Emphasizing
that marketing communications in public administration is comprehensive and
multifunctional, encompassing political, social, economic and cultural aspects and the
need for a marketing communication system to provide high quality administrative
e-ISSN: 2576-0971. January - March Vol. 8 - 1 - 2024 . http://journalbusinesses.com/index.php/revista
34
services to the population, develop democratic civil society through e-petitions, create
a positive image of the state, attract investment and enhance tourism attractiveness.
Peralta Miranda et al (2020) states that the contributions of the manuscript consist of
providing a description of digital marketing activities within the advertising sector. In
addition, it involves the identification of internal and external factors that influence the
competitiveness of medium-sized organizations. It also highlights the need to implement
strategies that stimulate the development of internal indicators of competitiveness.
Finally, it stresses the importance of identifying market segments and establishing
organizational recognition as a means of mitigating the threat posed by new competitors.
The present study contributes to the understanding of the employability of degree
holders and offers practical insights that can improve the quality of education within the
Bachelor of Business Administration (BSBA) Marketing specialist program. The
contributions made by Alvarez (2020) advance the field of education by employing a
tracer study as a management tool to effectively plan, monitor, and evaluate training
programs. This approach, based on Dan Stufflebeam's content-input-process-output
model and using the customer needs assessment approach, enriches existing research
methodologies. In addition, the study presents information on the employability of
graduates with a BSBA degree specializing in marketing, which helps to assess the
effectiveness of the program in preparing students for the job market.
Pérez-Rojas, (2022) contributes with his study to distinguish that the expansion of
concepts in public administration has led to the development of the concept of
government marketing. The recognition of the importance of strategic communication
has been acknowledged as a means to foster better relations between government and
citizens. Government marketing plays a key role in facilitating effective communication
and improving government-citizen relations. The dissemination of ideas in postmodern
culture places great emphasis on the importance of image and popularity. The need for
governments to communicate with their citizens has been recognized for a variety of
purposes, such as maintaining political power, collecting taxes, and mobilizing people for
war.
The article as a whole by the authors. Bukanov et al. (2019). enhances the understanding
of social marketing in the field of public administration, specifically when considering
social service establishments in Ukraine. It emphasizes the importance of public relations
and social advertising in fostering a favorable perception of social services, and also
addresses the issue of addiction and its preventive measures.
Research into the practical implications of marketing in the public sector is of paramount
importance because of its potential to revolutionize the delivery of government services.
By understanding the needs and preferences of the population, public sector entities can
strategically design and adjust their services. In addition, the implementation of
marketing strategies encourages the active participation of citizens in decision-making
processes and improves transparency in communication, thereby strengthening the trust
and reputation of public establishments. Ultimately, the effective use of marketing
e-ISSN: 2576-0971. January - March Vol. 8 - 1 - 2024 . http://journalbusinesses.com/index.php/revista
35
techniques in the public sector results in a more efficient, innovative and community-
oriented administration.
To support and enhance the implementation of marketing strategies in this particular
context, making it possible to improve decision-making processes, discover unexplored
areas of research and reinforce the reliability and effectiveness of the efforts undertaken.
The following are the main practical applications related to marketing in the public
sector, as reported in the literature:
In the case of Likarchuk et al. (2022)in his study, he states that political actors possess
the ability to employ print marketing techniques as a means of establishing emotional
bonds with the electorate, thus influencing their emotions and emotional state.
Furthermore, a thorough understanding of the role emotions play in the decision-making
process can be immensely useful for political campaigns in tailoring their messages and
communication strategies to effectively reach the target audience. Being, appeal,
theatricality and entertainment are skillfully incorporated into political actions and
speeches to attract and captivate the public.
On the other hand, Litovtseva et al. (2022) state that their findings underscore the
importance of employing marketing tools to cultivate trust in public services and
government entities in the digital environment. The exploration accentuates the call for
modernization and the formulation of marketing strategies that focus on the correlation
between service marketing and consumer behavior. The comparative analysis verifies
the need to adapt marketing instruments to the shift from offline to online services. This
means that public sector organizations must allocate resources to digital marketing
strategies to effectively reach and engage their target audience.
Kudrina et al. (2021) stress the importance of formulating a region's marketing strategy
in the context of international globalization and the digital and information environment.
It provides guidance to regional governments on how to adapt to these changes. It
highlights the role of branding in territorial marketing and postulates that marketing
should serve as a dominant ideology that permeates all divisions of a particular territory's
administration. In addition, the paper warns against the danger of blindly replicating the
territorial marketing models of other cities and regions, stressing the importance of
establishing a unique identity for the territory.
Shevchenko et al. (2020)among the practical implications of their study, explains that the
development of effective marketing communication systems in public administration is
essential for providing high-quality administrative services to the population and
cultivating a positive perception of the state. The incorporation of political, social,
economic and cultural elements into marketing communications in public administration
is of considerable importance. In addition, the establishment of collaborative
relationships with international partners and the implementation of international policies
are crucial to attracting additional investment and enhancing tourism attractiveness. The
adoption of advertising, public relations technologies, image and brand building, as well
e-ISSN: 2576-0971. January - March Vol. 8 - 1 - 2024 . http://journalbusinesses.com/index.php/revista
36
as measures to combat the dissemination of "negative" and false information, are now
recognized as key aspects of marketing communications in public administration.
Peralta Miranda et al. (2020)asserts that, in terms of practical implications, the article
provides valuable information on the factors that contribute to competitiveness, being
essential to understand and effectively manage the internal and external factors of
competitiveness in order to achieve a superior position in the market. In addition, the
research results indicate that companies operating in this sector need strategies that
facilitate the development of internal indicators of competitiveness in response to
constantly evolving external factors.
In the study by Alvarez (2020)it can be identified that among the practical implications
of the study, valuable information and recommendations are offered to improve the
employability and skills of graduates of the Business Administration program, with a
focus on marketing. In such a way, that by providing training aligned with the chosen
field of study, as it significantly affects the performance of graduates in the workplace. In
addition, it highlights the need for graduates to take government exams, such as the civil
sector exam, to strengthen their qualifications and improve their chances of securing
employment and advancing in their careers. The recommendations made in this study,
including improvements in curriculum planning and development, as well as the inclusion
of personality development and entrepreneurship training, have practical implications in
terms of improving the skills and competitiveness of graduates.
With regard to the practical implications of the study of Pérez-Rojas, (2022)(2022), it is
determined that government marketing serves as a valuable instrument for the
administration of public affairs, since it contributes to improving communication
between the government and the population. It is imperative that government
institutions distinguish and differentiate between political marketing and government
marketing, since the latter focuses on governing for the benefit of all citizens, and not
on catering only to followers. The perception of the government's image assumes a
fundamental role in shaping the government's brand as a social construct. The use of a
strategic marketing approach is indispensable to effectively convey the government's
narrative and evaluate the results of government actions at the expiration of the
government's mandate.
Authors. Bukanov et al. (2019) emphasize that the practical implications of this research
indicate that social marketing, public relations, and social advertising can significantly
contribute to the efficient management of social service institutions. By implementing
these approaches, institutions can improve their communication, promote their services,
and establish a favorable reputation within the community. To this end, it suggests that
the adoption of social marketing strategies can be advantageous for social service
institutions in terms of effectively reaching their target audience and achieving their
objectives. In addition, it underscores the importance of public relations and social
advertising as cutting-edge technologies in public administration.
e-ISSN: 2576-0971. January - March Vol. 8 - 1 - 2024 . http://journalbusinesses.com/index.php/revista
37
The notion of marketing in the context of public administration focuses on the
identification and satisfaction of citizens' needs and desires (Enache and Morozan,
2010).To this end, public institutions must operate with transparency, adaptability and
efficiency in order to address the changing demands of society.
Print marketing serves as a powerful tool for cultivating emotional bonds in the public
administration arena (Likarchuk et al., 2022).. This practice involves leveraging emotions
to drive decision-making processes and foster affirmative associations (Nedelea, 2005).
Consequently, the incorporation of marketing principles in public administration is seen
as a means of improving the reputation of public institutions and strengthening their
capacity to solve citizens' problems (Hageman et al., 2009). So too, in the realm of
politics, the recognition of the deeply divided emotional feelings of the population
towards political figures serves to underscore the fundamental importance of emotional
intelligence and empathy in the realm of political leadership, where, the identification of
fear as a mobilizing emotion in the political sphere suggests that politicians have the
ability to leverage this emotion as a means of mobilizing support and driving action
among the electorate (Likarchuk et al., 2022)..
In addition, the establishment of a regional marketing strategy for the contemporary
alteration of public administration requires the use of technological advances, in
particular information and communication technologies (ICT) (Kholodenko, 2022)..
Therefore, the digitization process assumes a vital role in the collection and evaluation
of data to facilitate well-informed managerial judgements (Al-Alawi et al., 2023;
Kholodenko, 2022; Obolonsky, 2022)..
Thus, the adoption of digital technologies aims to increase the caliber and speed of
government and municipal services and, at the same time, encourage greater
participation among the population, businesses and the administration (Nedelea, 2005).
(Nedelea, 2005).
From the foregoing, it can be stated that marketing within public administration focuses
on identifying and satisfying the needs and desires of the population, with a notable
emphasis on transparency, adaptability and efficiency (Obolonsky, 2022; Samorukov,
2022).. For this purpose, it is necessary to iidentify current directions of development in
public administration marketing communications, such as advertising, public relations
technologies, image and brand building, combating "negative" and false information, and
providing electronic services for online management and administration. Recognizing the
importance of Internet access for digitization processes in the country, as well as,
identifying the economic value of marketing concepts and proposing the integration of
marketing principles and strategies can contribute to the success and efficiency of social
service institutions (Bukanov et al., 2019).
CONCLUSIONS
It can be concluded that examining the pragmatic implications of marketing in the public
domain is of significant importance because of its ability to transform government service
e-ISSN: 2576-0971. January - March Vol. 8 - 1 - 2024 . http://journalbusinesses.com/index.php/revista
38
delivery. By understanding the requirements and inclinations of the population, public
sector organizations can tactically design and modify their arrangements to meet these
requirements more effectively and, consequently, this would improve the allocation of
limited resources.
The domain of marketing within the public sector encompasses several academic
disciplines and research areas that aim to build trust in public services through the
practice of relationship marketing. The concept of marketing in the context of public
administration focuses on identifying and satisfying the needs and desires of citizens,
where public institutions must operate with transparency, adaptability and efficiency to
effectively address the changing demands of society.
In simpler terms, the integration of marketing principles in public administration serves
as a means to enhance the reputation of public institutions and strengthen their capacity
to solve the problems faced by citizens. In essence, the application of marketing in public
administration involves a continuous and dynamic effort that requires continuous
adjustments and improvements. This can be achieved through the use of techniques that
enable public administrators to advocate policies that are in line with their objectives
and shape public opinion.
REFERENCES
Al-Alawi, A. I., Messaadia, M., Mehrotra, A., Sanosi, S. K., Elias, H., and Althawadi, A. H.
(2023). Digital transformation adoption in human resources management during
COVID-19. Arab Gulf Journal of Scientific Research. https://doi.org/10.1108/AGJSR-
05-2022-0069
Alvarez, M. T. S. (2020). Employment trend of graduates of bachelor of science in
business administration major in marketing of the college of business,
accountancy and public administration, isabela state university. Journal of Critical
Reviews, 7(11), 313-317. https://doi.org/10.31838/jcr.07.11.52
Bukanov, H., Kolesnyk, A., Tashkinova, O., Kotlubai, V., and Koval, V. (2019). Social
Marketing in Public Administration of Social Service Institutions. Gênero & Direito,
8(6), 457-468. https://doi.org/10.22478/ufpb.2179-7137.2019v8n6.49320.
Enache, E., and Morozan, C. (2010). Marketing As Support Tool for Public
Administration. Management şi marketing (Bucureşti), 5(2), 159-168.
Fernández-Villacañas Marín, M. A. (2021). Public Sector Marketing 4.0: A Catalyst to Boost
the Improvement of Public Management in the Post-Pandemic COVID-19 Era (pp. 549-
559). https://doi.org/10.1007/978-981-33-4183-8_43
Hageman, A. M., Arnold, V., & Sutton, S. G. (2009). The use of impression management
to promote "starve the beast" policies. International Journal of Critical Accounting,
1(1/2), 123. https://doi.org/10.1504/IJCA.2009.025334.
https://doi.org/10.1504/IJCA.2009.025334
Kholodenko, Y. A. (2022). Digital transformation of public administration: opportunities
and risks. Moscow State University Bulletin. Series 18. Sociology and Political Science,
e-ISSN: 2576-0971. January - March Vol. 8 - 1 - 2024 . http://journalbusinesses.com/index.php/revista
39
28(3), 43-78. https://doi.org/10.24290/1029-3736-2022-28-3-43-78.
Kitchenham, B. (2004). Procedures for Performing Systematic Reviews.
https://www.inf.ufsc.br/~aldo.vw/kitchenham.pdf.
Kitchenham, B. (2007). Guidelines for performing Systematic Literature Reviews in Software
Engineering (Issue 5).
https://www.elsevier.com/__data/promis_misc/525444systematicreviewsguide.p
df
Kudrina, O., Husarina, N., Satyvaldieva, B., Kopanchuk, V., Kopanchuk, O., and Maievskyi,
Y. (2021). Formation of the Regional Marketing Strategy for the Modern
Transformation of Public Administration. Studies in Applied Economics, 39(6).
https://doi.org/10.25115/eea.v39i6.5304. https://doi.org/10.25115/eea.v39i6.5304
Kumar, D., and Arora, P. (2023). Relationship Marketing in Banking Sector - A
Comparison Between Public and Private Banks. Gyan Management Journal, 17(1),
20-27. https://doi.org/10.48165/gmj.2022.17.1.3.
https://doi.org/10.48165/gmj.2022.17.1.3
Likarchuk, N., Andrieieva, O., Likarchuk, D., and Bernatskyi, A. (2022). Impression
Marketing as a Tool for Building Emotional Connections in the Public
Administration Sphere. Studies in Media and Communication, 10(1), 9.
https://doi.org/10.11114/smc.v10i1.5463.
https://doi.org/10.11114/smc.v10i1.5463
Litovtseva, V., Krawczyk, D., Kuzior, A., Brychko, M., and Vasylieva, T. (2022). Marketing
research in the context of trust in the public sector: A case of the digital
environment. Innovative Marketing, 18(4), 133-147.
https://doi.org/10.21511/im.18(4).2022.12.
Matos, N. de, Correia, M. B., Saura, J. R., Reyes-Menendez, A., and Baptista, N. (2020).
Marketing in the Public Sector-Benefits and Barriers: A Bibliometric Study from
1931 to 2020. Social Sciences, 9(10), 168. https://doi.org/10.3390/socsci9100168.
https://doi.org/10.3390/socsci9100168
Moher, D., Liberati, A., Tetzlaff, J., Altman, D. G., Altman, D., Antes, G., Atkins, D.,
Barbour, V., Barrowman, N., Berlin, J. A., Clark, J., Clarke, M., Cook, D., D'Amico,
R., Deeks, J. J., Devereaux, P. J., Dickersin, K., Egger, M., Ernst, E., ... Tugwell, P.
(2009). Preferred reporting items for systematic reviews and meta-analyses: The
PRISMA statement. PLoS Medicine, 6(7), 1-6.
https://doi.org/10.1371/journal.pmed.1000097.
https://doi.org/10.1371/journal.pmed.1000097
Nedelea, A. (2005). Marketing în administraţia publică. Management and Marketing, 101-
108.
Obolonsky, Y. V. (2022). Digital Transformation of public administration. EKONOMIKA I
UPRAVLENIE: PROBLEMY, RESHENIYA, 10/1(130), 103-109.
https://doi.org/10.36871/ek.up.p.r.2022.10.01.014
Pardal-Refoyo, J. L., and Pardal-Peláez, B. (2020). Annotations for Structuring a
e-ISSN: 2576-0971. January - March Vol. 8 - 1 - 2024 . http://journalbusinesses.com/index.php/revista
40
Systematic Review. Revista ORL, 11(2), 155-160.
https://doi.org/10.14201/orl.22882.
Peralta Miranda, P., Salazar-Araujo, E., Mendoza, Z., Álvarez, V., and Ortiz Cardon, J.
(2020). Digital marketing, elements of the public sector competition value chain
in Barranquilla, (Colombia). Revista Ibérica de Sistemas e Tecnologias de Informação,
E27, 201-212.
Pérez-Rojas, G. A. (2022). Governmental marketing: a concept of public administration.
Revista de Investigaciones Universidad del Quindío, 34(5), 260-274.
Salamoura, M., Ntamposis, V., and Gaki, E. (2020). The Implementation of Internal
Marketing in Public Sector Organizations: The Case of Job Satisfaction at Chios Police
Department (pp. 861-870). https://doi.org/10.1007/978-3-030-36126-6_95
Samorukov, A. A. (2022). Digital Transformation of Public Administration. Vestnik
Povolzhskogo instituta upravleniya, 22(1), 4-13. https://doi.org/10.22394/1682-
2358-2022-1-4-13
Shevchenko, I. Y., Nepomnyashchyy, O. M., Marusheva, O. A., Medvedchuk, O. V., and
Lahunova, I. A. (2020). Marketing communications management in the public
administration system. International Journal of Criminology and Sociology, 9(057),
2882-2890. https://doi.org/10.6000/1929-4409.2020.09.353