INNOVATIVE PUBLIC MARKETING AS INSTRUMENT FOR CREATING THE SOCIAL VALUE
INNOVATIVE PUBLIC MARKETING AS INSTRUMENT FOR CREATING THE SOCIAL VALUE

Summary/Abstract: The public sectors in most states are under the pressure of innovation processes and simultaneously of developing the public and nonprofit marketing. The common characteristics of those two processes include openness and focus on valorising the internal resources of national and local communities in view to increase their general welfare. Their interaction generates a new concept - innovative public marketing – which incorporates and adapts the mechanisms specific for social innovation aimed at creation of new social values. The current paper aims to define and to operationalize a new concept, that of innovative public marketing, in view to describe the new mechanisms for creation of new social value. The paper will valorise, mainly, theories and analyses concerning social innovation, especially open innovation, as well as newer concepts concerning sustainable public marketing, public sector marketization etc. The research methodology will include bibliographical research, socio-statistical analysis and case study.

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