Public policy marketing: marketing exchange in the public sector

Customer‐oriented governments may use marketing tools to match their policy “products” with citizens’ requirements. However, these tools are not based on exchanges since governments, apart from cost recovery, do not demand any reciprocation for their products. The concept of public policy marketing could enable governments to “sell” their policies to citizens, based on non‐commercial marketing exchanges specific to the context of public administration. Then, social behaviour should be considered citizens’ reciprocation contributing to social effects the government has aimed for. Thus public policy marketing, though not yet tested in practise, can be expected to improve the implementation of those governmental policies in which citizen conduct is critical to success.