Marketing and the big society
As we face more cuts to public services, the burden increasingly falls on the voluntary sector and commercial organisations to try and fill the gaps left. There have been a number of initiatives such as public/private partnerships and encouraging people to volunteer and set up co-operatives. Where, you might ask, is the role of marketing in all this and the answer comes with the improved targeting of the right people and the use of the marketing ethic to provide the goods and services people want and encouraging them to be a part of the provision.
For many this is revolutionary but if handled properly can be a real ‘power to the people’ moment and indeed a coming of age of the marketing principles as the focus moves from profit and shareholder return to customer and provider satisfaction.