Marketing as support tool for public administration

Abstract

The reality of public administration system in Romania shows that, in addition to normal and fair activities, negative aspects are to be noticed. Whatever the degree of truth in these assessments, the process of public administration in our country should be continuously adjusted and improved. As the debates on the role of marketing in society have increased in recent years, the tendency to extend its application areas seems to be evident; one of these is the public administration, where the reform requires mechanisms and modern methods of approach, the marketing field being included. The idea of introducing marketing in public administration represents the major theme of our paper, from theoretical and methodological aspects to practical approaches.citizens, public administration, SWOT analysis, urban marketing.