MARKETING IN THE SPHERE OF PUBLIC ADMINISTRATION
DOI:
https://doi.org/10.34132/pard2024.25.08Keywords:
marketing, public administration, state marketing, de-marketing, macro marketing, internet marketing.Abstract
The article reveals the relevance of using marketing tools in the field of public administration. The concept of «marketing» is analyzed, the approaches of modern scientists to this concept are considered. Today, there are about 2,000 definitions of the concept of «marketing», in which the main tasks, processes and concepts of marketing are reflected in various combinations. A significant impact on the variety of definitions of marketing was made by the variety of points of view on the goals, objectives and content of marketing and marketing activities. Quite often, definitions of marketing are based on concepts of an economic nature (for example, profit maximization, increasing income, market, competitiveness, etc.), on management concepts (planning, regulation, organization, etc.). Emphasis is placed on a large number of derivative concepts of marketing, including «state marketing», «territorial marketing», «regional marketing», etc.
It is indicated that marketing in the field of public administration is, first of all, an approach in public administration that puts the satisfaction of consumers and producers of public services in a prominent place, which acts as a specific form of marketing implementation. More specifically, this is the marketing activity of management bodies and/or their representatives who act as producers, consumers or intermediaries (suppliers) in the processes of exchange of goods, services, ideas and other values.
The tools of state marketing were proposed, and the results of the use of the tools were analyzed. An analysis of the main types of marketing in the field of public administration was carried out: macro-marketing; direct state marketing; state internet marketing; de-marketing This classification is generally correct, as it takes into account the subject composition and various goals of marketing in the field of public administration.
It has been proven that marketing in the field of public administration is based on real mechanisms of market functioning, and is also focused on achieving the maximum social effect from increasing the degree of satisfaction of the needs of the country's population. It is proven that the state uses marketing tools in its policy. However, so far it has a single character, and the use of such tools should be systematic. The application of marketing in the field of public administration and the activities of public bodies can be a means of achieving and increasing the competitiveness of both the national economy and the entire national state.
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