Macro and Micro Influences on Organizational Marketing of Romanian Public Institutions

Andreea Mihaela Barbu ； Mihai Orzan

《Journal of Eastern Europe Research in Business》 2012卷 (2012/01) Pp. q1-13

https://doi.org/10.5171/2012.815809

並列摘要

Our paper reports on an extensive survey carried out amongst marketing managers or people with similar positions and tasks employed by Romanian public institutions, both central and local. We attempted to get a broad picture of how marketing activities are organized within Romanian public institutions and tried to identify marketing tools and practices favored in this environment. Public organizations implement specific marketing concepts, but, as it results from our research, they do this in a rather random and inefficient manner. Although managers of public institutions are aware of the usefulness of marketing tools and programs, they often overlook marketing, as demonstrated by the absence of marketing structures in more than half of the institutions, the low range of marketing activities developed, and limited financial and material resources allocated to marketing endeavors.

並列關鍵字

marketing strategy ； marketing research ； public sector marketing