Marketing Et Administration Publique: Apports Et Limites Du Marketing Public En Tunisie (Marketing and Public Administration: Contributions and Limits of Public Marketing in Tunisia)

2015 ◽  
Author(s):  
Haykel Ben Khelil ◽  
Neji Bouslama
Keyword(s):  
Public Administration ◽  
Public Marketing ◽  
Administration Publique

SUBJECTS AND OBJECTS OF PUBLIC MARKETING

2018 ◽  
Vol 1 (12) ◽  
pp. 260-270
Author(s):  
Yevgeny Victorovich Romat ◽  
Yury Volodimirovich Havrilechko
Keyword(s):  
Public Administration ◽  
Municipal Government ◽  
Executive Power ◽  
Marketing Concept ◽  
Public Authorities ◽  
Public Marketing ◽  
The Public ◽  
State Management ◽  
Management Concepts ◽  
The Subject

The article is devoted to research of theoretical problems of the concepts of the subject and object of public marketing. The definitions of these concepts are considered in the article, the evolution of their development is studied. The article provides an analysis of the main approaches to the notion of subjects and objects of public marketing, their relationship and role in the processes of public marketing. The authors proposes concrete approaches to their systematization. These approaches allow us to identify specific types of public marketing and their main characteristics. Relying on the analysis of the concept of “subject of public (state) management”, it is concluded that as bodies of state marketing, most often act as executive bodies of state power. In this case, the following levels of marketing subjects in the system of public administration are allocated: the highest level of executive power; Branch central bodies of executive power; Local government bodies; Separate government agencies. It is noted that the diversity of subjects of public marketing is explained, first of all, by the dependence on the tasks of the state and municipal government, the possibilities of introducing the marketing concept of these subjects and certain characteristics of the said objects of state marketing. It is noted that the concept of “subject of public marketing” is not always the identical notion of “subject of public administration”. First, not all public authorities are subjects of state marketing. In some cases, this is not appropriate, for example, in the activities of the Ministry of Defense of Ukraine or the Ministry of Internal Affairs of Ukraine. Secondly, state marketing is just one of many alternative management concepts, which is not always the most effective in the public administration system.

MECHANISMS OF STATE GOVERNANCE OF MARKETING COMMUNICATIONS IN THE SPHERE OF TOURISM: ON THE EXAMPLE OF THE KHARKIV REGION

2017 ◽  
Author(s):  
Viktoriia Marchenko ◽  
◽  
Olena Uhodnikova ◽  
Keyword(s):  
Marketing Strategy ◽  
Public Administration ◽  
Tourism Development ◽  
State Level ◽  
Marketing Communications ◽  
Regional Government ◽  
Public Marketing ◽  
State Management ◽  
Theoretical Approaches ◽  
Tourism Enterprises

The sphere of tourism is one of the multipliers of economic development. Thus, the development and application of technologies for building a strategy for tourism image development at the state level will not only create a competitive environment for domestic tourism enterprises, but also contribute to the development of regional and national economy, which determines the relevance of the article. The paper provides a detailed analysis of ways to increase the competitiveness of the region through the introduction of public administration mechanisms for the implementation of strategic measures to develop the tourist image. Theoretical approaches to defining the concepts of marketing, strategy, image of the region are considered. The calculations suggest that the industry has high competition and one of the ways to increase the efficiency of positioning the region as a tourist can be the development of an effective tourist image at the level of state and regional government, its promotion, which will ensure market competitiveness. The article analyzes the tourist potential of Kharkiv region. On the example of Kharkiv region, an algorithm for the implementation of public administration mechanisms aimed at providing a system of public marketing in the region for its positioning as a tourist center. According to the results of the study, the theoretical definitions of the concept of public marketing, marketing strategy, mechanisms of state management of tourism development were analyzed. According to the results of determining the main trends in the development of tourism in Kharkiv region, the great tourist potential of the region was determined, however, the need for the development of tourist infrastructure to increase the efficiency of tourism activities was noted. Proposals for the formation of mechanisms for state management of marketing communications for tourism development in the region were developed, tasks, action programs and resources needed to implement the strategy were identified. The ways of forming a positive tourist image of Kharkiv region as a component of marketing strategy are analyzed.

SUBJECTS AND OBJECTS OF PUBLIC MARKETING

2018 ◽  
Vol 1 (11) ◽  
pp. 260-270
Author(s):  
Yevgeny Victorovich Romat ◽  
Yury Volodimirovich Havrilechko
Keyword(s):  
Public Administration ◽  
Municipal Government ◽  
Executive Power ◽  
Government Agencies ◽  
Marketing Concept ◽  
Administration System ◽  
Public Marketing ◽  
The Public ◽  
Management Concepts ◽  
The Subject

The article is devoted to research of theoretical problems of the con- cepts of the subject and object of public marketing. The definitions of these con- cepts are considered in the article, the evolution of their development is studied. The article provides an analysis of the main approaches to the notion of subjects and objects of public marketing, their relationship and role in the processes of pub- lic marketing. The authors proposes concrete approaches to their systematization. These approaches allow us to identify specific types of public marketing and their main characteristics. Relying on the analysis of the concept of “subject of public (state) manage- ment”, it is concluded that as bodies of state marketing, most often act as execu- tive bodies of state power. In this case, the following levels of marketing subjects in the system of public administration are allocated: the highest level of executive power; Branch central bodies of executive power; Local government bodies; Sepa- rate government agencies. It is noted that the diversity of subjects of public marketing is explained, first of all, by the dependence on the tasks of the state and municipal government, the possibilities of introducing the marketing concept of these subjects and certain characteristics of the said objects of state marketing. It is noted that the concept of “subject of public marketing” is not always the identical notion of “subject of public administration”. First, not all public authori- ties are subjects of state marketing. In some cases, this is not appropriate, for ex- ample, in the activities of the Ministry of Defense of Ukraine or the Ministry of Internal Affairs of Ukraine. Secondly, state marketing is just one of many alterna- tive management concepts, which is not always the most effective in the public administration system.

Energy Efficiency Perceptions in Residential Buildings

2015 ◽  
Vol 40 (3) ◽  
pp. 61-67
Author(s):  
Achim Andreas Haid ◽  
Ali Öztüren
Keyword(s):  
Energy Efficiency ◽  
Public Administration ◽  
Interpersonal Communication ◽  
Energy Use ◽  
Residential Buildings ◽  
Energy Performance ◽  
Public Marketing ◽  
Increase Energy Efficiency ◽  
Marketing Activities ◽  
Good Reputation

This study aims to understand the house owners' energy concerns. An exploratory inductive research design has been chosen to explore the perceptions of households towards the modernization of energy use in residential buildings. Face-to-face interviews with experts and households were conducted in Baden-Württemberg, Germany to collect the data. This study found that most of the house owners do not know about the benefits of increasing the energy performance in residential buildings and which energy efficiency potentials they can acquire. Additionally, house owners’ superficial knowledge creates fears and doubts concerning the modernization of energy use in residential buildings. Moreover, this study found that the local public administration, such as the municipalities, has a good reputation among households. Hence, public marketing activities should be run locally. It is suggested that the public administration should not conduct any public marketing activities without the support, for example, of the mayor. Further, it is necessary to supply the house owners with clear and understandable information on the topic and to demonstrate the functionality of the technologies to increase energy efficiency in residential buildings. Moreover, interpersonal communication such as a hotline and personal advisory service concerning energy-efficient refurbishment of residential buildings can be very beneficial to support the households. Local public administration should aim to introduce public marketing activities to enhance the modernization of energy use in residential buildings.

scholarly journals IMPLEMENTATION OF THE MARKETING CONCEPT IN THE ACTIVITIES OF PUBLIC GOVERNMENT BODIES

2021 ◽  
Author(s):  
Oleksandr Deineha ◽  
Inna Deineha
Keyword(s):  
Public Administration ◽  
Public Management ◽  
Information Dissemination ◽  
Public Services ◽  
Social Needs ◽  
Target Market ◽  
Main Task ◽  
Public Marketing ◽  
The Public ◽  
Legal Entities

The article considers the specifics of marketing in public administration. It is stated that recently there have been changes in social processes, which have left their mark on the change of approaches in public administration. The first results of the initiated reforms allow to assert about change of ideology of relations between the state and the person in favor of priority of interests of the last and formation of the marketing state. The key approaches to understanding the essence of the concept of «marketing in public administration» are identified. It is established that the main condition for the formation of marketing-oriented public services is to ensure their attractiveness to potential recipients. The study of the essence of marketing in public administration allowed to single out such its tasks as the satisfaction not only of consumers but also of producers of public services; ensuring the possibility of forming competitive advantages of legal entities; satisfaction of public interests; formation of the image of the public organization, market segmentation in order to more clearly adapt public services to the needs of the target market; determination of directions of activity of non-profit organizations. It is established that the objects, the needs of which can be directed to the efforts of public marketing, include consumers-individuals, consumers-legal entities, public authorities, society. The types and methods of marketing in the public sphere are diverse, identical to the objects and tools of influence. The main attention is paid to non-commercial channels of information dissemination, the main task is to solve the social needs of people. Possibilities of formation of marketing in public management according to the basic marketing concepts 4Р, 7Р, 4С are considered. The components of the evaluation of the quality of administrative service have been identified. The place of digital technologies in terms of marketing in public administration is determined. The importance of internal and partner marketing in public administration is established. Innovative methods of CGAS work as a practical platform for the use of marketing in public administration are considered.

scholarly journals THE INFLUENCE OF MARKETING INSTRUMENTS ON THE FORMATION OF INVESTMENT ATTRACTIVENESS OF UNITED TERRITORIAL COMMUNITIES

2021 ◽  
Author(s):  
Oleksandr Deineha ◽  
Inna Deineha
Keyword(s):  
Regional Development ◽  
Public Administration ◽  
Financial Support ◽  
Public Awareness ◽  
The State ◽  
Service Organizations ◽  
Infrastructure Development ◽  
State Budget ◽  
Public Marketing ◽  
State Financing

The article substantiates the expediency of using marketing tools to increase the investment attractiveness of the united territorial communities. Positive tendencies of creation and unification of territorial communities in Ukraine have been identified. This is primarily due to raising public awareness of the decentralization process, awareness of the positive results of the merger, including an increase in financial revenues from the state budget. Changes in the structure of state financing of local and regional development are studied. It is established that since 2017 the most important financial source for ensuring the development of territorial communities was the State Fund for Regional Development. Since 2016, a gradual increase in financial support by the state for infrastructure development, and in 2017 in the structure of state financial support there are funds for the construction of sports facilities and their share is growing steadily in 2018–2019. The specifics of the content of “state marketing” and “public marketing”. It is established that technological marketing in public administration does not differ significantly in essence from state marketing, but today it is more appropriate to use the term «marketing in public administration», which fully covers all subjects and objects of public administration, including territorial communities. The specific features of the marketing concept implementation in the activity of the united territorial communities have been identified. The components of the marketing complex of the united territorial communities are determined, in particular the goods, price, promotion, place, people, process, environment, i.e. the marketing of the united territorial community is carried out according to the principle “7p”, which is characteristic of marketing of all service organizations. The mechanism and key marketing tools for influencing the capacity of the united territorial communities have been identified. The essence of the concept of “investment attractiveness of the territorial community” is formed. The main tasks to be solved by the united territorial community in order to increase its own investment attractiveness have been identified.

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