Developing 'appropriate' marketing within the public leisure and library sectors: a comparative study

Abstract

Marketing as an idea and practice is ubiquitous; it is everywhere. Also it is relatively homogeneous with the marketing practised in the US being the same as that used in the UK; that used for fast moving consumer goods (FMCG) also used in other sectors including services and the Public Sector. The traditional view of how marketing operates within it is, like any social science, based on some predetermined assumptions. This work considers whether the traditional view of how marketing operates is in fact reflected in reality. The focus of the research is a comparison of two very large and ostensibly similar service providers in the public sector (Leisure and Library Services) as they try to come to terms with marketing and its trappings. Whilst evidence of the uptake and application of marketing has been found in both sectors, the level of its application has been found to be greater in the leisure services sector. A number of possible reasons for this are considered, and an agenda for future research in this area is forwarded.