On the 11th of May Dr Luca Cacciolatti gave a guest lecture on ‘marketing intelligence for the public sector’ at the Suzhou Institute for Advanced Studies in the Education District, Suzhou, Jiangsu province (China). The lecture highlighted the importance of market orientation in the public sector, as customers are the first clients of public institutions. Public institutions all over the world might benefit from a deeper engagement in the systematic use of marketing intelligence in order to improve the quality of the provision of public services to their stakeholders, which include citizens, the business community, private associations, governmental and other public organisations. The talk was welcome by the officials of the local government at the Education District in Suzhou who acknowledged the usefulness of marketing as an approach to improve public provision of services by gaining deeper understanding of the final user, as well as considering it an interesting tool to inform city planning.
Marketing intelligence for the public sector
