ECONOMIC AND SOCIAL BENEFITS OF PUBLIC SECTOR MARKETING
ECONOMIC AND SOCIAL BENEFITS OF PUBLIC SECTOR MARKETING

Summary/Abstract: This study is an overview of public sector marketing theoretical framework, which also identifies its benefits and barriers. For this purpose, we analyse the concept of public sector marketing by focusing on the way public administration institutions identify and meet the needs of citizens. It is well-acknowledged that traditional marketing tools, which are usually applied to product and services, could also be used in public marketing. However, managers of public institutions should take into account and concentrate on how new developments and theoretical perspectives of traditional marketing could be implemented so that success and competitiveness of their organizations could grow. Our study aims to show that adoption of marketing in public administration helps in dealing with two major challenges: fulfilling mandates and meeting the needs of clients under conditions of decreasing resources, as well as reaching the objectives of higher revenue collection and lowering budget deficits.

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