USING MARKETING TOOLS FOR IMPROVING THE EFFICIENCY OF PUBLIC ADMINISTRATION ACTIVITIES
USING MARKETING TOOLS FOR IMPROVING THE EFFICIENCY OF PUBLIC ADMINISTRATION ACTIVITIES

Summary/Abstract: Public marketing promotes programs developed by the public sector for its beneficiaries using the instruments adopted from commercial marketing to run its activities more efficiently. Marketing is an essential tool for public sector planning activities, it is a new solution that public administration uses to promote and disseminate information about its programs and their outcomes. Through such marketing techniques as promotion and dissemination of governmental programs, public administration maintains a close link with the beneficiaries of its services (the citizens). By using marketing tools, public administration could adopt a citizen-oriented approach, a close relationship with the public, and keep informed about the problems faced by the citizens, helping it improve the efficiency of its activity.

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