Marketing in the Public Administration

Abstract

By way of its vision and contents, marketing in the public administration imposes upon public servants a new mode of conduct which implies, in equal measures, receptiveness to the citizens' needs, high ability to adapt to the evolution of society's demands and exigencies, innovative spirit, transparency, reduction of bureaucracy, flexibility in the functioning mechanisms of public institutions, a unitary vision of the activities performed, and a maximum of efficiency, obtained as a result of the genuine orientation of activity towards the real needs of the citizens. The concept of marketing in the public administration is targeted at the identification, the anticipation, the quantification of the citizens' needs and demands, and their satisfaction by the institutions of the state. The future of public administration will have to be redefined in present-day society starting from the improvement of image for the public institution. The open-minded and honest propensity to solving the citizens' problems is the key with which the public institution marketing unlocks the door of success within the society it belongs to.

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