Marketing público e orientação para o cidadão-consumidor: um levantamento da produção científica brasileira entre 1997 e 2008

Abstract

After a period of dominance of patrimonial and bureaucratic models, the Brazilian public management experience the managerial model. One of the reasons this model is the improvement in public services should be driven by efficiency-oriented and citizen-consumer. It is noticed that under this approach, marketing can be viewed as a field of knowledge of much value. Thus, this study sought to review the literature to identify how the academy has worked Brazilian public marketing themes and / or guidance to the citizen-consumer. The database search was made from all articles that dealt with the issues addressed in three events and in ten Brazilian journals of directors from 1997 to 2008. Through reading and content analysis of these studies were unable to verify how these issues have been addressed in the literature of administration. As a result, two analytical categories were developed: the reflective approach and functional approach. Similarly, we have outlined some considerations as a proposal for a research agenda, since the results elucidate that the issues are still poorly developed and not depicted as a line of research sedimented.