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
作者： Andrei Ţigănaş , Tudor Ţiclău , Cristina Mora , Laura Bacali
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摘要: Public Marketing has grown to be an everincreasing part of the general concept marketing, especially after late 1970s when a series fundamental changes occurred concerning structure and functioning welfare state. Since then, public marketing been constantly expanding as field study becoming ever more important with new managerial paradigms that emphasize role needs citizens-clients in developing policy. The present paper aims put together picture regarding concept, its development characteristics, challenges posed by specific conditions sector some basic necessary for adopting component any organization. In second paper, we results qualitative pilot identify whether local authorities from Cluj County, Romania have implementing strategic component. show institutions analyzed are far offering framework needed encourage eventually adopt regular activity modern
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