MARKETING IN PUBLIC MANAGEMENT: ESSENCE, SPECIFIC, CLASSIFICATION
Journal Title: Наукові праці. Серія "Державне управління" - Year 2016, Vol 267, Issue 255
Abstract
The article is devoted the study of essence, features and types of marketing, used in activity of public organs and organs of local self-government. Marketing is examined as one of instruments of state management. This theme is actual today because marketing is innovative technology which helps to expose the real possibilities of construction and development of social dialog between the sub-jects give services and their users, provides the increase of efficiency of state administration. Successful application of marketing instruments provides not only efficiency of work of public organs but also can provide success of administrative reform, growth of authority of power among the citizens. The purpose of work is determination of basic descriptions of marketing in a public manage-ment. The object of research is essence of marketing in the system of public organs and the kinds of it. There is determination of marketing in a public management as approach in state administration the basic task of which is satisfaction of necessities and inter-ests of users and public service providers. The article determines the basic conceptual theories of the public marketing: the first de-scribes marketing as method of influence and forming of public opinion and the second determines marketing as method of study of public opinion and necessities for their further satisfaction through the functions of power. Depending on the sphere of influence in a public management the followings types of marketing are selected: territorial, which includes marketing of territory and marketing into territory, and state, including marketing of the state and marketing into the state.
Authors and Affiliations
V. Shatoon, I. Zosimova
Keywords
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