SOCIAL MARKETING MODEL IN THE PUBLIC SECTOR
Keywords:
social marketing, public sektor, efficient public sector modelAbstract
The modern way of thinking affirms that the customers’ opinion tends towards respecting the ethical norms and towards the community care, which cannot be overseen by companies. Because of that the care of social problems contributes to the community and becomes integral and inevitable part of a corporate profile of every company. This behaviour has ever more influence to the customers’ opinions, their commitment during shopping and therefore to the business of companies. Marketing managers have a very important task to present product and services in a way that will satisfy the customers’ needs and bring new values to specific products and services. „Fighting“ for consumer gets a new dimension, and this space is vast and gives many possibilities. Marketing is a very dynamic process, in constant quest for new challenges and chances, especially in special cases where „traditional“ ways of addressing the customers require certain innovations and sophisticated methods. In domestic literature the area of social marketing in public sector is insufficiently studied. The basic objective of the research is systematisation of present knowledge about the conception of social marketing in public sector in Serbia and in the world. The paper would like to emphasise the importance of concept and guidelines for enhancement and improvement of influence of social marketing in public sector, according to the research made.
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