IMPLEMENTATION OF THE MARKETING CONCEPT IN THE ACTIVITIES OF PUBLIC GOVERNMENT BODIES

Анотація

The article considers the specifics of marketing in public administration. It is stated that recently there have been changes in social processes, which have left their mark on the change of approaches in public administration. The first results of the initiated reforms allow to assert about change of ideology of relations between the state and the person in favor of priority of interests of the last and formation of the marketing state. The key approaches to understanding the essence of the concept of «marketing in public administration» are identified. It is established that the main condition for the formation of marketing-oriented public services is to ensure their attractiveness to potential recipients. The study of the essence of marketing in public administration allowed to single out such its tasks as the satisfaction not only of consumers but also of producers of public services; ensuring the possibility of forming competitive advantages of legal entities; satisfaction of public interests; formation of the image of the public organization, market segmentation in order to more clearly adapt public services to the needs of the target market; determination of directions of activity of non-profit organizations. It is established that the objects, the needs of which can be directed to the efforts of public marketing, include consumers-individuals, consumers-legal entities, public authorities, society. The types and methods of marketing in the public sphere are diverse, identical to the objects and tools of influence. The main attention is paid to non-commercial channels of information dissemination, the main task is to solve the social needs of people. Possibilities of formation of marketing in public management according to the basic marketing concepts 4Р, 7Р, 4С are considered. The components of the evaluation of the quality of administrative service have been identified. The place of digital technologies in terms of marketing in public administration is determined. The importance of internal and partner marketing in public administration is established. Innovative methods of CGAS work as a practical platform for the use of marketing in public administration are considered.

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