Subjects and Objects of Public Marketing

Abstract


 
 
 The article is devoted to research of theoretical problems of the con- cepts of the subject and object of public marketing. The definitions of these con- cepts are considered in the article, the evolution of their development is studied. The article provides an analysis of the main approaches to the notion of subjects and objects of public marketing, their relationship and role in the processes of pub- lic marketing. The authors proposes concrete approaches to their systematization. These approaches allow us to identify specific types of public marketing and their main characteristics.
 Relying on the analysis of the concept of “subject of public (state) manage- ment”, it is concluded that as bodies of state marketing, most often act as execu- tive bodies of state power. In this case, the following levels of marketing subjects in the system of public administration are allocated: the highest level of executive power; Branch central bodies of executive power; Local government bodies; Sepa- rate government agencies.
 It is noted that the diversity of subjects of public marketing is explained, first of all, by the dependence on the tasks of the state and municipal government, the possibilities of introducing the marketing concept of these subjects and certain characteristics of the said objects of state marketing.
 It is noted that the concept of “subject of public marketing” is not always the identical notion of “subject of public administration”. First, not all public authori- ties are subjects of state marketing. In some cases, this is not appropriate, for ex- ample, in the activities of the Ministry of Defense of Ukraine or the Ministry of Internal Affairs of Ukraine. Secondly, state marketing is just one of many alterna- tive management concepts, which is not always the most effective in the public administration system.
 
 

Price as a Marketing Strategy Component Оf Public Public Administration Subject

“…Як бачимо, у сучасному ринковому та людино-орієнтованому суспільстві актуальною залишається проблема, що стала причиною неприйняття більшістю мислячих індивідуумів базових засад комуністичних взаємовідносин («від кожного -за можливостями, кожному -за потребами»). Зазначимо, що ця проблема не відноситься виключно до етичних, а безпосередньо впливає на економічну спроможність публічної влади [8].…”