Ethic of Public Service and Marketing Orientation.

Essay by michael_corsaUniversity, Bachelor's February 2004

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Ethic of Public Service and Marketing Orientation


Within this essay I plan to define what the Ethic of Public service is and its influence as the Government attempt a marketing orientation within Local Government. The reason is to introduce a customer focus to try and solve the current problems (see Appendix 1).

Donaldson describes business ethics as "the systematic study of moral (ethical) matters pertaining to business, industry or related activities, institutions or practices and beliefs"

(Mullins, 1999, pg146)

Within local Government the establishment of a new ethical framework is under construction applying to more than 20 000 councillors and 2 million staff in Great Britain. The ethic of Local Government is broad but a simple definition is through the new ethical framework:

"To put in place a new conduct regime which will build and secure the peoples trust in those who serve in their local councils"

(Rose and Lawton,1999,pg256)

Highlighted above is the word 'trust' that is in the present Ethic of Public Services but has failed the people who it serves.

Trust is of high importance in the Public Sector especially with Local Government as actions performed by Councils have a direct impact on the way we live our lives. As well as trust, the concept of the ethic stands firm to attempt to work for the greater good of the public rather than for profit as with private companies.

Within Local Government the Public Service ethic is driven from all levels of staff and influences the way people work (the culture of local government). The ethos credits staff with the `belief that (they) can make a difference' ( This implies that staff have the power to make a difference to society as a whole, rather than particular customers or individuals. Already it can be seen that...