APLICAREA MARKETINGULUI ÎN DOMENIUL SERVICIILOR PUBLICE
MARKETING APPLICATION IN PUBLIC SERVICE

Summary/Abstract: Public service organizations operate în an environment în which there exist the features of marketing, materialized through interdisciplinary nature, unity în diversity and high degree of complexity. To study the market, the specialists of public organizations use general methods of marketing and service techniques. The most important techniques aiming task organization, regulation and market positioning of public services that are the main components of strategic marketing. The present paper reffers to the impediments faced by the marketing implementation process în the public sector. The restriction regarding a lower grade of personnel motivation în a public entity, the limited contact with the clients and also the demand’s fluctuant character implies backup strategies în the marketing approach. As a conclusion, the marketing comes like a rescue solution, if we consider that the public institution has an assessed budget, that unable it to use some stocks and finally generates difficulties în offering flexible answers to the demand’s fluctuation.

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