Whelan, Susan; Davies, Gary; Walsh, Margaret; Bourke, Rita - In: Journal of Business Research 63 (2010) 11, pp. 1164-1171
The objectives of branding and marketing in the public sector can differ in nature from those in the private sector, to include an improved responsiveness to public needs, rather than an increase in customer numbers. In addition, the customer orientation (a disposition that will influence brand...
