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Marketing as support tool for public administration
Abstract. The reality of public
administration system in Romania
shows that, in addition to normal
and fair activities, negative
aspects are to be noticed.
Whatever the degree of truth in
these assessments, the process of
public administration in our
country should be continuously
adjusted and improved. As the
debates on the role of marketing
in society have increased in
recent years, the tendency to
extend its application areas seems
to be evident; one of these is the
public administration, where the
reform requires mechanisms and
modern methods of approach, the
marketing field being included.
The idea of introducing marketing
in public administration represents
the major theme of our
paper, from theoretical and
methodological aspects to practical
approaches.
Keyword: citizens, public administration,
SWOT analysis, urban
marketing.
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2008.10.17-18
