LA STRATEGIE DE MARQUE DANS LES ORGANISATIONS PUBLIQUES MAROCAINES
“The New Public Management” is a new managerial approach that recently emerged in the public organizations. It helps to improve and modernize public services. The latter has introduced many practices from marketing, including branding. It is a relatively new concept that highlighted user’s satisfac...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Université Mohammed V de Rabat
2022-04-01
|
| Series: | Revue Marocaine de Recherche en Management et Marketing |
| Subjects: | |
| Online Access: | https://revues.imist.ma/index.php/REMAREM/article/view/31859/16536 |
| Summary: | “The New Public Management” is a new managerial approach that recently emerged in the public organizations. It helps to improve and modernize public services.
The latter has introduced many practices from marketing, including branding. It is a relatively new concept that highlighted user’s satisfaction, better visibility of the public organizations and the valorization of public expertize.
This paper aims to shed light on the concept of NMP on the one hand. On the other hand, it will help determine the place that marketing occupies in public organizations and in particular the notion of brand. To do this, we have used the case of the National Airports Office to explore the way in which it develops its branding strategy. This led us to establish a diagnosis, asking key questions that are essential to validate the relevance of the actions undertaken by the organization. These include: the type of brand it is, its strategic objectives, the brand's target audience, its environment, and the human and financial resources to adopt a branding strategy.
|
|---|---|
| ISSN: | 2028-5175 2458-665X |