Public Sector Marketing in Poland

Public Sector Marketing in Poland

Robert Seliga (University of Social Sciences, Poland)
DOI: 10.4018/978-1-5225-2215-7.ch009
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Abstract

Marketing is increasingly interdisciplinary area of high-scale diversity. Noticeable is the implement and adapt the tools and the concept of marketing in the different sectors of the economy such as the private sector, non-governmental sector or the public sector. Marketing is a concept in the area of management science and it plays a special role in the area of public management. For selected areas of public life such as: health services and higher education, it will be possible to use more sophisticated tools than in the case of administrative operations. The aim of the chapter is to create a comprehensive model of interdependence and cooperation of various marketing concepts in the public sector in Poland. The empirical part of the article was based on quantitative research conducted in 2015 – 2016.
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Background

The current state of knowledge in marketing allows the conclusion that marketing is increasingly interdisciplinary area of high-scale diversity. Noticeable is the implementation and adaption of tools one chooses and the concept of marketing in the different sectors of the economy such as the private sector, non-governmental sector or the public sector. Modern marketing is characterized by a high degree of practice and scientification.

The dynamics of changes in the turbulent environment of each type of organization makes significant barriers to the implementation of certain marketing concepts. There is big distraction at the same time, dovetailing the resulting theory of marketing. Increasingly, utilities, marketing concepts are directed towards the client, whose role in the processes of management in recent years has undergone very broad changes. The client has gone through a process of transformation of the attitudes from passive to active. However, it should be noted that this process has had different mileage depending on the sectors of the economy in which it was implemented. Modern marketing with very often clearly defined limits is continuous modification, it draws expertise from other areas of science. It can be predicted that, therefore, the marketing area will be subject to further changes, however, due to the changing environmental conditions in the long term, one cannot determine its direction.

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