“…In Brazil, public marketing gained fertile ground from the changes promoted by the State Reform Master Plan – PDRE, in the Portuguese acronym – based on the paradigm known as managerialist, which took place in the 1990s (Oliveira, Costa, Miranda, Mesquita, & Pereira, 2013; Silva & Minciotti, 2021), and assumed that the functions performed by the private for-profit administration could be easily transferred to public administration. This perspective received several criticism, giving rise to a set of new paradigms, known as the New Public Governance (Ronconi, 2011; Runya, Qigui, & Wei, 2015), in which marketing role is best used (Rakšnys, Guogis, & Minkevičius, 2015).…”