Abstract
The author deconstructs the prevailing conceptualization of public sector marketing and concludes it rests on three principles: voluntary exchange, an open system organization, and self-interest motivation. A review of the genesis of these principles revealed that alternative principles were ignored in the social science literature. Based on a qualitative analysis and critical hermeneutic approach a revised conceptualization of public sector marketing was suggested which incorporated the principles of redistribution, the features of a closed system model of formal organizations, and collectivistic interest motivation. A revised definition of public sector marketing is offered based on these principles.
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