Convergence between Marketing Approaches and the Aims of the Public Administrations: Towards an Optimization of the Citizen Relationship Management (CiRM) in Morocco

Abstract

Traditionally, there is a tendency to think that administration and marketing are two antagonistic notions. Marketing is the science of designing the supply of a product according to the analysis of consumer expectations and taking into account the capacities of the organization as well as all the constraints of the socio-demographic, competitive environment, legal, cultural in which it evolves. For Butler and Collins (1994) marketing has shifted from transactional marketing, rather product-oriented to relational marketing, more client-oriented, which corresponds more to the expectations of public administrations regarding their relations with the citizen, especially the user. But in Morocco, there is a marketing myopia in the public sector. Indeed, this industry often complains about the lack of citizens’ interest in their services and products. These citizens become more demanding and must be satisfied. This article thus has a twofold objective: first, to show wherein the marketing myopia in Moroccan Public Administrations lies, in order to define the heart of their business, and second, to propose a marketing mix for these administrations to optimize their Citizen Relationship Management (CiRM) and see how e-administration responds to a marketing approach.