Thesis (MPA)--Stellenbosch University, 2000. / ENGLISH ABSTRACT: The hypothesis explored in this thesis is that the application of marketing in the
public sector will improve public service delivery.
Three different areas of academic enquiry are examined in an effort to prove a
beneficial relationship between marketing and public service delivery. These
three areas are Public Management, Marketing, and Services Management.
Certain challenges for improving service delivery are identified in each of these
disciplines, and the current status of public sector marketing is described.
The study is applied to the Cape Metropolitan Area, and specifically the Cape
Metropolitan Council. This does however not rule out the application of the
findings of the study to other areas.
Additional to the normal literature study, research for the thesis involves personal
interviews with public managers, and on-line questionnaires on the Internet and
the Intranet of the Cape Metropolitan Council.
Combining the results of the literature study and the physical research with the
argument constructed in the thesis, it is found that many of the challenges
identified in the three disciplines address each other, and that marketing can
definitely prove useful as a tool with which to improve public service delivery.
A model for marketing-oriented public service delivery is proposed. / AFRIKAANSE OPSOMMING: Die hipotese wat in hierdie tesis aangespreek word is dat die toepassing van
bemarking in die openbare sektor sal meebring dat openbare dienslewering sal
verbeter.
Drie studievelde word verken om te bepaal of enige afleidings gemaak kan word
oor die positiewe invloed van bemarking op dienslewering. Die drie studievelde
is Openbare Bestuur, Bemarking, en Dienstebestuur.
Sekere uitdagings om dienslewering te verbeter word in elke veld geïdentifiseer,
en die huidige status van openbare bemarking word verduidelik.
Die studie word toegepas op die Kaapse Metropolitaanse Gebied, met spesifieke
verwysing na die Kaapse Metropolitaanse Raad. Die toepassing van die
bevindings van die studie op ander gebiede word egter nie hierdeur uitgesluit nie.
Bykomend tot die literatuurstudie word persoonlike onderhoude met openbare
sektor bestuurders en vraelyste op die Internet en die Intranet van die Kaapse
Metropolitaanse Raad as deel van die navorsingspoging gebruik.
Deur die resultate van die navorsing en die literatuurstudie te vergelyk met die
argument in die tesis, word dit bevind dat die uitdagings uit die verskillende velde
mekaar aanvul. Dit word bevind dat bemarking aansienlik sal kan bydra tot die
verbetering van dienslewering in die openbare sektor.
'n Model vir bemarkings-georiënteerde openbare dienslewering word voorgestel.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/51798 |
| Date | 12 1900 |
| Creators | Minnie, Johan A. |
| Contributors | Burger, A. P. J., Stellenbosch University. Faculty of Economic and Management Sciences. School of Public Leadership. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | Unknown |
| Type | Thesis |
| Format | 229 pages : illustrations |
| Rights | Stellenbosch University |
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