Marketing applications in the public sector. A systematic review

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Diego Vinicio Orellana Bueno
Pablo Javier Pérez Jara


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 their systems to address these needs more efficiently and improve the allocation of limited resources.


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Orellana Bueno, D. V., & Pérez Jara, P. J. (2024). Marketing applications in the public sector. A systematic review. Journal of Business and Entrepreneurial Studie, 8(1).


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