government marketing

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A combination of marketing to the government by a company and also marketing by the government to its citizens. The former involves treating government departments as discrete markets to be targeted and sold to, as well as understanding the culture and buying process, which is typically more complex than the private sector. It can also include specific public affairs departments within companies whose primary role is to influence government and to create good relations with them. The latter definition involves the use of marketing and communications by government to promote specific policies, services, or public information to citizens.

Subjects: Marketing.

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