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Marketing Orientation and Business Performance of Public Administration

In: Innovative Management and Firm Performance

Author

Listed:
  • Slavica Cicvarić Kostić
  • Vinka Filipović
  • Jovanka Vukmirović

Abstract

In recent decades, the role of public administration has rapidly changed worldwide. Generally, there are several key reasons for the existence of the public sector in every society (Kotler and Lee, 2007): it defines the principles according to which the society functions; it delivers public services of general interest such as health services or education; it performs public services that profit and non-profit organizations do not wish to or cannot perform with the existing resources, for example, social assistance to those population groups that are in need.

Suggested Citation

  • Slavica Cicvarić Kostić & Vinka Filipović & Jovanka Vukmirović, 2014. "Marketing Orientation and Business Performance of Public Administration," Palgrave Macmillan Books, in: Maja Levi Jakšić & Slađana Barjaktarović Rakočević & Milan Martić (ed.), Innovative Management and Firm Performance, chapter 9, pages 187-199, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-40222-6_9
    DOI: 10.1057/9781137402226_9
    as

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