Aplicaciones del Marketing en el sector público. Una revisión sistemática
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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.
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