Public Marketing as a Strategic Component of Public Management. A Pilot Study in Cluj County on the Existence of Basic Marketing Contidions in the Local Pulbic Administration in Romania
Transylvanian Review of Administrative Sciences
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Title |
Public Marketing as a Strategic Component of Public Management. A Pilot Study in Cluj County on the Existence of Basic Marketing Contidions in the Local Pulbic Administration in Romania
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Creator |
ŢICLĂU, Tudor; Research Assistant, Public Administration Department, Faculty of Political, Administrative and Communication Sciences, Babeş-Bolyai University, Cluj-Napoca, Romania
MORA, Cristina; Lecturer, Public Administration Department, Faculty of Political, Administrative and Communication Sciences, Babeş-Bolyai University, Cluj-Napoca, Romania ŢIGĂNAŞ, Andrei; PhD Student, Faculty of Machinery Constructions, Department of Management and Systems Engineering Technical University, Bucharest, Romania BACALI, Laura; Professor, Faculty of Machinery Constructions, Department of Management and Systems Engineering, Technical University, Bucharest, Romania |
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Subject |
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Description |
Public Marketing has grown to be an everincreasing part of the general concept of marketing, especially after the late 1970s when a series of fundamental changes occurred concerning the structure and functioning of the welfare state. Since then, public marketing has been constantly expanding as a field of study and has becoming ever more important especially with the new managerial paradigms that emphasize the role and needs of the citizens-clients in developing public policy. The present paper aims to put together a general picture regarding the concept, its development and characteristics, challenges posed by the specific conditions of the public sector and some basic conditions necessary for adopting public marketing as a managerial component of any public organization. In the second part of the paper, we present the results of a qualitative pilot study that aims to identify whether the local public authorities from Cluj County, Romania have the basic conditions for implementing a strategic public marketing component. The results show that the institutions analyzed are far from offering a framework needed to encourage and eventually adopt public marketing as a regular and necessary activity of any modern public organization.
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Publisher |
Babes Bolyai University
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Contributor |
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Date |
2010-10-01
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Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
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Format |
application/pdf
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Identifier |
http://rtsa.ro/tras/index.php/tras/article/view/185
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Source |
Transylvanian Review of Administrative Sciences; 2010: Issue No. 31 E/October; 147-167
1842-2845 |
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Language |
eng
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Relation |
http://rtsa.ro/tras/index.php/tras/article/view/185/181
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Rights |
Copyright (c) 2014 Transylvanian Review of Administrative Sciences
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