INTERNAL MARKETING IN POSITION OF SERBIAN POLICE IN THE CONTEXT OF RESPECT AND PROTECTION OF HUMAN RIGHTS AND FREEDOMS

Abstract

The police, in compliance with the spirit of time, is changing its traditional, quite rigid role, and is becoming a new, contemporary, open and accessible public service. The core and the essence of its work is the protection of the security of citizens and their property. In that context nowadays it must be seen the role as well as the importance of the introduction of mandatory marketing philosophy into the daily work and functioning of the police authorities and institutions, in other words the daily operational work of police officers. In that spirit, the basic principles and the postulates of marketing must be surely understood and accepted, and in that respect we have to take into account the reputation and the image of the police, public relations, protection of human rights and freedoms and so on. What is an important prerequisite for good outline and implementation of marketing strategies within police authorities and institutions, and what certainly must be taken into account is the quality selection, development and improvement of working conditions of police personnel, regardless of the type of security activities and tasks they perform. Concerning that, a special attention and the emphasis of the police of Republic of Serbia must be placed on internal marketing, as an inevitable and very important part of the marketing triangle, which is actually the base for establishing a qualitative, common target-oriented relation between police officers – service givers and citizens – service recipients, where in the foreground the needs of citizens definitely have to be put. Well outlined and properly implemented internal marketing is the foundation of successful interactive marketing. Also, on the other hand, it is important to point out that well-outlined and implemented internal marketing, considering the police authorities and institutions, enables a complete realization of the police officers of the all promises made to citizens and successful implementation of external marketing. Therefore, it can be clearly and unambiguously concluded that for the police internal marketing is not only a foundation of a successfully conducted total marketing strategy, but also the basis for the successful implementation of preventive and repressive measures and tasks to repress any kind of crime. Internal marketing is something from which we must start in every organization oriented to market success, and concerning that to the police. Maximum attention must and should be given to this in the future period in order to facilitate easier and more successful overcoming of all security challenges faced by the police authorities and the institutions in the future. Concerning that, it is important here to emphasize the importance of different forms of education, first of all, a qualitative regular education, extraordinary training and continuing training of police officers, with an aim to more successful policing. What is also significant is that only an educated police officer can clearly understand the mission, vision, goals etc.of policing. In this case, one can expect a better realization of the internal marketing, which creates preconditions that the overall success of operational policing and security activities in the prevention of crime and crime repression activities is more certain, from which it comes the final result that is reflected in the consistent respect and protection of the rights and freedoms of citizens by police officers.