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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
 
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
 
Subject
 
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.
 
Publisher Babes Bolyai University
 
Contributor
 
Date 2010-10-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://rtsa.ro/tras/index.php/tras/article/view/185
 
Source Transylvanian Review of Administrative Sciences; 2010: Issue No. 31 E/October; 147-167
1842-2845
 
Language eng
 
Relation http://rtsa.ro/tras/index.php/tras/article/view/185/181
 
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