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Using marketing practices to realize public values

Clive Barnett & Nick MahoneyBy Clive Barnett and Nick Mahony

Market segmentation methodologies are increasingly used in public policy, arts and culture management, and third sector campaigning. As one element of the growth of customer relationship management, or CRM, the use of segmentation methods is part of a broader trend for organisations to make use of new digital informational technologies to generate strategically useful data and knowledge about their customers, clients and constituencies. Despite the widespread use of segmentation methodologies in the strategic thinking of public as well as private organisations, the organisational dynamics of adopting and implementing segmentation practices remains under researched. The application of segmentation methods in non-commercial settings, including but not limited to the public sector, depends on the taken-for-granted normative assumption that market segmentation is a basic, necessary, and effective stage in developing successful marketing strategies. Continue reading Using marketing practices to realize public values