Abstract
As explained in Les Echos, Les nouveaux managers du secteur public, the traditional model of the public sector showed up its limits : it is transformed and uses practices from the private companies management, such as : the measurement of performances, strategies and schemes, consumers? expectations towards public sector ( rise of wealth for some people, and growing needs for elderly, ill people). But it has not always been this way. Indeed, on the one hand the private sector emphasizes on results? assessment, decentralisation, strategy and ability to react? On the other side, the public sector was characterised by strong planning, resources assessment, rigorous administration, deep hierarchical structures, centralised control?Its goal is the general interest, while marketing in private sector intends to maximise the company?s profits. Contrary to publics services which have to conform to the equality principle, private companies through their value-based marketing strategies segment the markets in order to adapt better their services demand, and are free to choose the more cost-effective and profitable segments.
