Romanian public marketing in terms of necessity, collaboration and mix

Grigorescu, Adriana (2010): Romanian public marketing in terms of necessity, collaboration and mix. Published in: Analele Universităţii Ovidius Constanţa. Seria: Știinţe Economice ISSN 1582 – 9383 , Vol. Volumu, No. issue 1 (2010): pp. 72-76.

Abstract

The paper carries out a short literature review on public sector and public marketing terms. The findings of the paper’s study shows that the Romanian public sector should give more importance to marketing activities, as 87% of the respondents sustained when asked about their necessity. Within a public institution, the marketing specialists should cooperate with research& development, sales and financial departments. The study results reaffirm the importance of the 4 P of the marketing mix when making an offer, and place them on the top positions.

• Item Type: MPRA Paper
• Language: English
• Keywords: public marketing, knowledge, specialists, cooperation
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing; I - Health, Education, and Welfare > I2 - Education and Research Institutions > I20 - General; H - Public Economics > H8 - Miscellaneous Issues > H83 - Public Administration ; Public Sector Accounting and Audits

References

Grigorescu A. (2009) Renewal marketing management in public and business organizations, 10th International Symposium in Management SIM 2009, Management& Competitiveness in Knowledge- Based Society, 6-7 noiembrie 2009, Timişoara, Romania (in publishing process)

Grigorescu A., Bob C. and Dobrescu E. (2006), Ghid de marketing public si privat, Editura Uranus, Bucharest

Kaplan A.M., Haenlein M. (2009) The increasing importance of public marketing: Explanations, applications and limits of marketing within public administration, European Management Journal, 27: 197-212

Kotler Ph., Keller K.L. (2009), Marketing Management, 13th edition, Pearson Education Inc., Upper Saddle River, New Jersey

Kotler Ph., Lee N. (2007) Marketing in the Public Sector: a roadmap for improved performance, Wharton School Publishing

Pop N. Al., Vlădoi A. D. (2009), The marketer- a complex specialist, a man of concept, decision and action, Amfiteatru Economic, Vol XI, no. 25: 9-20

Spincer A., Dunfee T.W. and Bailey W.J. (2004), Does national context matter in ethical decision making? An empirical test of integrative social contacts theory, Academy of Management Journal, 47:610-620

Stănciulescu G. (2002) Managementul utilităţilor publice, Editura Uranus, Bucharest

Governance Programme 2009-2012, Available via http://www.gov.ro/programul-de-guvernare-2009-2012__c12l1p1.html, accessed 12 March 2010