Aspekti Publìčnogo Upravlìnnâ (Aug 2015)
Instrumental role of marketing mechanism in the system of public administration
Abstract
The article deals to the question of the role of tools of marketing mechanism in the system of public administration and to their impact on the formation and implementation of the activity of the state authorities and local self-government in Ukraine, determined by the needs and demands of the citizens. It is shown, that the use of tools of marketing mechanism in public administration is realized on the base of combination of several basic fundamental, management principles, relating to the marketing paradigm of regulation and use of public governance mechanisms in various social spheres. It is proved, that the implementation of the so-called marketing mix approach in the activity of state and lo cal governments, which consists of the following elements: product (in the form of goods or services), price, promotion and distribution will help to socially optimize the political and administrative activity of the public administration bodies, but only in the case of systematic, integrated application. Note, that along with system tasks of instruments of marketing mechanism of public administration, such as: orientation of all the activities of government and public bodies in the interests of citizens and in the interests of subjects of economic activity in general or maximization the competitive characteristics of the economy of the state, new associated mainly with providing of quality of life and the expansion of social functions of state marketing are appeared. Among the innovative trends of its development it’s should be mentioned ensuring the optimal combination of the main destinations of the countries territory – such as a residence, a place of rest (environment) and a place of management; state marketing orientation toward the future, but at the same time toward achievable goals; popularization of state marketing according to the appropriate programs and activities. Perspective, practical tasks of specific managerial nature, that must be resolved as a result of becoming of tools of marketing mechanism toward the reforming of public administration in Ukraine in the context of social modernization and nation-building.
