Marketing in the Tax Administration in Albania

Manoku Elfrida () and Kalia Mimoza ()
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Manoku Elfrida: Faculty of Economy University of Tirana Tirana, Albania
Kalia Mimoza: General Directorate of Taxation Tirana, Albania

Scientific Annals of Economics and Business, 2013, vol. 60, issue 1, 67-78

Abstract: After the late 1970s the marketing discipline has known a considerable expansion and application not only in private sector but also in public or non-profit sector. Currently the debate is focused on how to better integrate the marketing concept and marketing function into the activities of government organizations as means of increasing the effectiveness of the delivery of public policy and citizens satisfaction. Public marketing is a new concept for the Albanian reality and very slowly is entering into the management approach. The aim of this paper is to evaluate how much is known and accepted the concept of marketing in the Albanian public sector and if this level of acceptance or rejection is reflected in the use of marketing strategies and tactics as instruments of public management.

Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:aicuec:v:60:y:2013:i:1:p:67-78:n:7

DOI: 10.2478/aicue-2013-0007

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