NEW STRATEGIC APPROACHES IN ROMANIAN PUBLIC ADMINISTRATION

Ana-Maria Bercu and Mihaela Misu ()
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Mihaela Misu: Alexandru Ioan Cuza University, misu.mihaela89@yahoo.com, Iasi, Romania

Journal of Public Administration, Finance and Law, 2013, vol. 3, issue 3, 19-46

Abstract: In the condition of a dynamic environment where the citizens needs and requirements are constantly changing, a particular importance in ensuring a competitive advantage, it assumes strategic approach of the public organization, where marketing becomes a source, a management model necessary for increasing efficiency of the organization. Marketing fulfils four functions in public organization, which reflects a circuit in a continuous movement, aimed to investigate the market, identify community needs, to meet the needs of citizen, therefore lead to increase economic efficiency and permanently connecting the public organization to dynamic environment, this in turn can be achieved by a thorough and efficient market research for the Community that addresses. Therefore the marketing strategy in public organization is a new concept, a new way of thinking, a new orientation which is designed to meet the needs of citizens and to improve the image of public organizations. This paper proposes a comprehensive approach to community development strategies through public marketing. The structure of the paper is represented by introduction, specialized literature review and content. Our research highlights the importance and the need of implementing a marketing strategy in the public organization for local development and beyond.

Keywords: strategies; public administration; public marketing theory; public management (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:aic:jopafl:y:2013:v:3:p:19-46

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