| Summary: | With the turbulence experienced in management and information technology during the later part of the 2"�i millenium, and the dawn of the vet to be clear 3rd millennium, there is no more conviction needed nor, compromise to be reached between the stale and the citizens in terms of service delivery. This requires recognition of the citizens as customers, and the gateway left for the government being that of embracing the 'market failure' principle in order to come out of this service delivery trap and chaos.
This article is therefore out to invite and persuade the reader to investigate by him/herself the issues discussed here that necessitates invoking the marketing concept, and specifically so the adaptation of the relationship marketing paradigm in the delivery of services to the public. So. this article, besides defining the concept�marketing the government
and exploring areas that necessitates adoption of the marketing concept into the public sector does not detail how to go about the tedious marketing process and procedure. Thus, the scope is limited to exploring the areas related to economics, organizations, and human behavior to assist in explaining how far market concepts can resolve the chaos and prevailing service delivery trap to the public. The reader is also persuaded to discover the point ofconvergence between marketing, the human and organizational needs, and behavior. Once this has been achieved, the reader will be expected to perceive the relational exchange process of marketing the government. Discussed in this article as well, is the interrelationship between marketing the government and investment, reinvention
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