标题：PUBLIC MARKETING AS A STRATEGIC COMPONENT OF PUBLIC MANAGEMENT. A PILOT STUDY IN CLUJ COUNTY ON THE EXISTENCE OF BASIC MARKETING CONDITIONS IN THE LOCAL PUBLIC ADMINISTRATION IN ROMANIA
期刊名称：Revista Transilvană de Ştiinţe Administrative
印刷版ISSN：1454-1378
出版年度：2010
卷号：31
页码：147-167
出版社：Babes Bolyai University
摘要：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.
