FOREIGN EXPERIENCE OF USING MARKETING TOOLS IN THE PUBLIC ADMINISTRATION SYSTEM
DOI:
https://doi.org/10.34132/pard2025.30.11Keywords:
marketing, public administration, territorial marketing, state support, marketing tools, marketing programs.Abstract
The article reveals the relevance of using marketing tools in the activities of a modern state. Today, under the conditions of long-term reform and modernization of the public sphere, namely the processes of providing public services, the importance of a customer-oriented approach is growing, the main requirement of which is customer orientation, identification of their needs and ensuring a high level of services provided. These processes of reform and transformation require the public administration system to increase the effectiveness of management activities, and therefore to search for new innovative management tools that will meet the requirements of the time regarding the quality, effectiveness and customer-oriented activities of public authorities. The concept of «marketing» and the possibilities of its application in the public administration system are considered. It is emphasized that marketing in the context of public administration is a set of actions aimed at meeting the needs of citizens, increasing the efficiency of state bodies and improving the quality of life of the population. It includes studying the needs of target audiences, developing and implementing relevant services and programs, as well as their effective communication and promotion. It was found that in addition to this term, a number of synonymous concepts are used, and given the current state of development of the science of public administration, it should be noted that research on this topic not only does not lose its relevance, but also needs to be continued, since the concept of «marketing in the public administration system» is at the stage of its initial development. State marketing tools are proposed, in particular: advertising, market analysis, development of a marketing strategy, communication campaigns, public relations, reputation management, conducting research, development and implementation of programs, public involvement, and others. These tools are aimed at forming a positive image of the state, promoting its interests and attracting investment. An analysis of the results of using such tools in the public administration system of foreign countries was conducted. It was emphasized that marketing in the public administration system is a complex system that requires an integrated approach and the use of various tools to achieve the set goals.
References
Al-Atti, I.V. (2018). Publichne upravlinnia: sutnist i vyznachennia [Public administration: essence and definition]. Aspekty publichnoho pravlinnia – Aspects of public administration, (Vol. 6), 8, (pp. 35-41) [in Ukrainian].
Verba, S., & Andriiash, V. (2024). Publichne upravlinnia v umovakh hlobalizatsii: mistse y rol dyplomatii ta dyplomatychnoi sluzhby [Public administration in the context of globalization: the place and role of diplomacy and diplomatic service]. Derzhavne upravlinnia: udoskonalennia ta rozvytok – State administration: improvement and development, 8. Retrieved from: https://surl.li/yglqwd [in Ukrainian].
Honcharuk, N.T., & Surai, I.H. (2010). Vplyv rozvytku hromadianskoho suspilstva na publichne upravlinnia [The impact of civil society development on public administration]. Proceedings from SAHTI ’10: Naukovo-praktychna konferentsiia za mizhnarodnoiu uchastiu, naukova haluz «Derzhavne upravlinnia» istoriia, teoriia, vprovadzhennia – Scientific and practical conference with international participation, scientific field «Public administration» history, theory, implementation. (pp. 145-146). Kyiv: NADU [in Ukrainian].
Yevtushenko, O., & Andriiash, V. (2018). Poniattia «publichnoho upravlinnia» u vitchyznianomu naukovomu dyskursi [The concept of «public administration» in domestic scientific discourse]. Publichne upravlinnia ta rehionalnyi rozvytok – Public administration and regional development, 1, (pp. 51-66) [in Ukrainian].
Yevtushenko, O.N., & Andriiash, V.I. (2015). Derzhavne upravlinnia: u vyznachenniakh, poiasnenniakh, skhemakh, tablytsiakh [Public administration: in definitions, explanations, schemes, tables]. Mykolaiv : Vyd-vo ChDU im. Petra Mohyly [in Ukrainian].
Konopliannykova, M. (2017). Upravlinnia marketynhovoiu diialnistiu: poniattia, pryntsypy, pidkhody [Marketing management: concepts, principles, approaches]. Hlobalni ta natsionalni problemy ekonomiky – Global and National Problems of Economics, 17, (pp. 332-336) [in Ukrainian].
Kravtsova, T., Lashchenko, O., & Kravtsov, O. (2021). Vykorystannia marketynhovoho pidkhodu v diialnosti orhaniv publichnoho upravlinnia medychnoiu sferoiu [Using the marketing approach in the activities of public administration bodies in the medical sphere]. Aspekty publichnoho upravlinnia – Aspects of Public Administration, (Vol. 9), 4. Retrieved from: https://surl.li/fgdqzb [in Ukrainian].
Kryvoruchko, I.V. (2023). Publichne upravlinnia v umovakh viiny: vyklyky ta perspektyvy [Public administration in wartime: challenges and prospects]. Teoriia i praktyka publichnoho upravlinnia – Theory and Practice of Public Administration, 2(77). Retrieved from: https://periodicals.karazin.ua/tpdu/article/download/23227/21274/?utm_sourc.com [in Ukrainian].
Kuibida, V.S., Bilynska, M.M., & Petroie, O.M. (et al.). (2018). Publichne upravlinnia: terminol. slov. [Public administration: terminology. slov.]. Kyiv: NADU [in Ukrainian].
Melnyk, A. (2024). Marketynhovi tekhnolohii v publichnomu upravlinni terytorialnoiu hromadoiu: problemy implementatsii [Marketing technologies in public administration of a territorial community: implementation problems]. Visnyk ekonomiky – Bulletin of economy, 3. Retrieved from: https://visnykj.wunu.edu.ua/index.php/htneu/article/download [in Ukrainian].
Melnyk, R.S. (2012). Katehoriia «publichne upravlinnia» u novii interpretatsii [The category of «public administration» in a new interpretation]. Pravo i suspilstvo – Law and Society, 6, (pp. 95-98) [in Ukrainian].
Podolchak, N.Yu., Bilyk, O.I., & Khanyk, Yu.-B.R. (2020). Poniattia publichnoho marketynhu ta pryklady yoho zastosuvannia v Ukraini [The concept of public marketing and examples of its application in Ukraine]. Investytsii: praktyka ta dosvid – Investments: practice and experience, 1, (pp. 155-158) [in Ukrainian].
Romat, Ye.V. (2016). Marketynh u publichnomu upravlinni [Marketing in public administration]. Visnyk KNTEU – Bulletin of KNTEU, 4, (pp. 56-67) [in Ukrainian].
Sidorov, M.V. (2016). Osoblyvosti funktsionuvannia ekonomiky Kanady na suchasnomu etapi yii rozvytku [Features of the functioning of the Canadian economy at the current stage of its development]. Visnyk Kharkivskoho natsionalnoho universytetu imeni V. N. Karazina. Seriia «Mizhnarodni vidnosyny. Ekonomika. Krainoznavstvo. Turyzm» – Bulletin of the V. N. Karazin Kharkiv National University. Series «International Perspectives. Economics. Regional Studies. Tourism», 5. Retrieved from: https://surl.li/hhxutc [in Ukrainian].
Stasyshyn, A.V., Kaplenko, H.V., & Komarnytska, H.O. (et al.). (2019). Publichne upravlinnia [Public administration]. Lviv: LNU imeni Ivana Franka [in Ukrainian].
Khanyk, Yu.-B.R. (2022). Zastosuvannia publichnoho marketynhu u publichnomu upravlinni Velykoi Brytanii [Application of public marketing in public administration of Great Britain]. Investytsii: praktyka ta dosvid – Investments: Practice and experience, 4. Retrieved from: https://nayka.com.ua/index.php/investplan/article/view/328/330 [in Ukrainian].
Khanyk Yu.-B.R. (2021) Publichnyi marketynh : klasyfikatsiia, alhorytm provedennia ta formuvannia zahalnoi systemy [Public marketing: classification, algorithm of implementation and formation of a general system]. Investytsii: praktyka ta dosvid – Investments: Practice and experience, 10, (pp. 142-146) [in Ukrainian].
Kharchenvo, V.V. (2024). Suchasni marketynhovi zasady v systemi publichnoho upravlinnia [Modern marketing principles in the system of public administration]. Vcheni zapysky TNU imeni V.I. Vernadskoho. Seriia: Publichne upravlinnia ta administruvannia – Scientific notes of the V.I. Vernadsky TNU. Series: State administration and administration, (Vol. 35 (74)), 4. Retrieved from: https://surl.li/hcpfgk [in Ukrainian].
Chaltseva, O.M. (2017). Publichna polityka: teoretychnyi vymir i suchasna praktyka [Public policy: theoretical dimension and modern practice]. Vinnytsia: Baranovska T. P. [in Ukrainian].
Boorstin, D. (1994). Advertising and American Civilization. Advertising and Society, (pp. 24-39). New York [in English].
Bryson, I. (2013). Applying private sector planning in the public sector. Strategic planning: threats and opportunities for planners. Washington, DS: Planning Press (APA) [in English].
California governor’s office of business and economic development (Go-Biz). (n.d.). (2020). exponews.com.ua. Retrieved from: https://surl.lu/islhzq [in English].
Code des lois sur l’administration municipale de France. (n.d.). www.viepublique.fr. Retrieved from: https://surl.li/saksyf [in French].
Cravens, D.W., Hills, G.E., & Woodruff, R.B. (2007). Marketing Management. Homewood ; Illinois : Irwin [in English].
Cultip, S., Center, A., & Broom, G. (1997). Effective public relations. New Jercy [in English].
Dillinger, W. (1994). Decentralization and its Implicationsfor Service Delivery. Washington, D.S. : The World Bank [in English].
Enterprise Zones: A Review of the Economic Theory and Empirical Evidence. (n.d.). (2024). Retrieved from: https://www.house.mn.gov/hrd/pubs/entzones.pdf [in English].
Get Ready for Brexit campaign launched. (n.d.). (2023). Retrieved from: https://www.gov.uk/government/news/getready [in English].
Goodrum, Ch., & Dalrymple, H. (2010). Advertising in America. The First 200 Years. N.Y. : Harry N. Abrams [in English].
Kaplan, A.M., & Haenlein, M. (2009). The increasing importance of public marketing : Explanations, applications and limits of marketing within public administration. European Management Journal, (Vol. 27), 3, (pp. 197-212) [in English].
Kotler, P., Haider, I., & Rein, I. (1993). Marketing Places: Attracting Investment, Industry, and Tourism to Cities, States, and Nations. NewVork : The Free Press [in English].
Liardi, A. (2021). Public marketing to face wicked problems: theoretical essay for conceptual model construction. International Review on Public and Nonprofit Marketing, (pp. 10-22) [in English].
Madill, J. (1998) Marketing in Government. Optimum. The Journal of Public Sector Management, (Vol. 28), 4, (pp. 9-18) [in English].
Marketing. (n.d.). (2025). gcs.civilservice.gov.uk. Retrieved from: https://surl.lu/xownhv [in English].
Pasquinelli, C. (2020). Place marketing, policy integration and governance complexity: an analytical framework for FDI promotion. European Planning Studies, 28(15), (pp. 1-18). [in English].
Public Health England marketing strategy: 2017 to 2020 (n.d.). (2021). www.gov.uk. Retrieved from: https://www.gov.uk/government/publications/public health [in English].
.png)
.png)
