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Cornell University ILR School DigitalCommons@ILR International Publications Key Workpla e Do uments 1-2010 Marketing in the Public Sector Olivier Serrat A sian Developm ent Bank Follow this and additional works at : http://digital ommons.ilr. /intl Thank you for downloading an article from DigitalCommons@ILR . Support this valuable resour e today ! This Article is brought to you for free and open a ess by the Key Workpla e Do uments at DigitalCommons@ILR . It has been a epted for inclusion in International Publications by an authorized administrator of DigitalCommons@ILR . For more information, please ontact hlmdigital@ . Marketing in the Public Sector Abstract {Ex erpt} The public sector is the part of e onomic life, not in private ownership, that deals with the production, delivery, and allocation of basic public goods and servi es at global, regional, national, or local levels. (Its pro esses and structures can take the form of direct administration, public orporations, and partial outsour ing. Its activities are funded through government expenditure finan ed by seigniorage, taxes, and government borrowing, or through grants.) Marketing in the public sector maybe the final frontier. Agen ies operating in the public domain can use a ustom blend of the four Ps—product (or servi e), pla e, pri e, and promotion—as well as other marketing techniques to transform their ommunications with stakeholders, improve their performan e, and demonstrate a positive return on the resour es they are endowed with. Keywords A sian Development Bank, ADB, poverty, e onomic growth, sustainability, development Comments Suggested Citation S