Methods of Obtaining the Information Necessary to Underlie the Marketing Policies Specific to Public Institutions

• Author: Balasescu M.
• Position: Transilvania University of Brasov
• Pages: 9-14

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 12 (61) No. 1 – 2019

https://doi.org/10.31926/but.es.2019.12.61.1.1

METHODS OF OBTAINING THE INFORMATION

NECESSARY TO UNDERLIE THE MARKETING

POLICIES SPECIFIC TO PUBLIC INSTITUTIONS

Marius BĂLĂȘESCU1

Abstract: The aim of the paper is to identify the main ways of obtaining

the specific marketing information necessary for the elaboration of the

marketing policies used by the public organizations such as the local public

administration. The paper aims at justifying the vital need of organizations

such as local public administrations to collect quality marketing information

and to interpret it at the level of a public institution. Thus, the specific

marketing information system has to start first from the identification of the

real needs of the citizens and has to lead to the improvement of the activity

and to the modernization of the local public administration organizations.

The obtained marketing information is a very good way of assessing the

general situation, so that a managerial plan can be developed mainly for the

satisfaction of the different needs of the citizens.

Keywords: marketing information, public organization, marketing tools

and policies in administration.

1. Introduction

Marketing information is the basis on which analyses, planning and decision

implementation are grounded at the management level of the public organization in

order to adapt it to the requirements of the external environment and to ensure an

active presence in society (Mâlcomete, 2003). The identification of the main directions

underlying marketing orientation in the public administration represented the

fundamental goa l of this paper. The obtained results demonstrate the need to consider

marketing in public administration as a distinct marketing specialization.

Marketing in public administration includes notions, principles, methods and

techniques meant to know and improve marketing and execution activities in public

administration institutions (townhalls, local councils, prefectures, county councils,

1 Transilvania University of Braşov, mariusbalasescu@unitbv.ro