Authors: Ana Prego De Faria, Elisabete Sampaio De Sa, Faranak Abbaspuli Mamaghani
Addresses: School of Economics and Management, University of Minho, Gualtar Campus 4710-057, Braga, Portugal. ' School of Economics and Management, University of Minho, Gualtar Campus 4710-057, Braga, Portugal. ' School of Economics and Management, University of Minho, Gualtar Campus 4710-057, Braga, Portugal
Abstract: This article is an attempt to raise awareness of the benefits of the use of web marketing techniques within the public sector. It is a conceptual paper that starts with the presentation of the basic notions of public and web marketing, followed by a description of how these two-concepts can be related. After that, a generalised picture of the electronic presence of Portuguese public institutions is exposed and a conceptual model is proposed. Finally, some conclusions and ideas for future research are presented. Despite the fact that public managers are now more aware of the advantages of web marketing, the key message is that there is still plenty of room for the development of the application of web marketing techniques within the Portuguese public sector. This study is also useful to public managers who are interested in formulating a strategy that fosters web marketing in the public sector.
Keywords: public marketing; web marketing; public administration; public sector; electronic presence; Portugal; e-presence; public institutions; public managers; local government; city councils; municipalities; council websites; government departments; technology marketing; online consumers; virtual consumers; mobile consumers; social consumers; internet adoption; world wide web.
International Journal of Technology Marketing, 2010 Vol.5 No.4, pp.315 - 327
Published online: 18 Apr 2011 *Full-text access for editors Access for subscribers Purchase this article Comment on this article