Servi̇ce marketi̇ng i̇n local government: The case of Istanbul Metropoli̇tan Munuci̇pali̇ty

This study considers the concept of service marketing for local governments and in particular for Istanbul Metropolitan Municipality. In scope of the study, the scientific literature about in general marketing and in particular service marketing was reviewed and secondary data of Istanbul Metropolitan Municipality were used. The scientific literature and secondary data of Istanbul Metropolitan Municipality were evaluated comparatively. According to results, municipalities and in particular Istanbul Metropolitan Municipality are aware of the importance of service marketing in local government processes today. However, municipalities face with several problems in marketing process. These problems especially damage the efficiency and impact of use of resources for municipalities. The main aim of service marketing regulations is organizing the projects and services of the municipality around the long term aims which are tend to cities and their inhabitants.