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Marketing utility and implementation with public services organizations a qualitative study on Romanian market

Author

Listed:
  • Andreea Mihaela Barbu

    (Bucharest University of Economic Studies, Romania)

Abstract

The major role of public services in each country is indisputable, as they meet various needs of the civil society and contribute to an increased national development. In this context, according to international studies, if efficiently and continuously implemented, marketing can be considered a path towards achieving these socio-economic functions of the public services domain. Therefore, this paper gives an overview of how marketing usefulness is perceived by Romanian public providers and the extent to which marketing activities are conducted within public services organizations. The study reveals the results of a qualitative research conducted among thirty-two public services providers, the group being formed of state and socio-cultural services organizations, on one hand, and industrial and commercial public services organizations, on the other hand. Although marketing is considered important by most of the respondents, it is not implemented on a large scale within public services field, as it faces financial and organizational obstacles, along with some managers’ lack of vision.

Suggested Citation

  • Andreea Mihaela Barbu, 2012. "Marketing utility and implementation with public services organizations a qualitative study on Romanian market," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 15(46bis), pages 25-40, December.
    • Handle: RePEc:rej:journl:v:15:y:2012:i:46bis:p:25-40
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    References listed on IDEAS

    as
    1. Anthony Kearsey & Richard J. Varey, 1998. "Manageralist Thinking on Marketing for Public Services," Public Money & Management, Taylor & Francis Journals, vol. 18(2), pages 51-60, April.
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    More about this item

    Keywords

    Marketing utility; marketing implementation; public service providers; qualitative marketing research; Romanian market;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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