Marketing of public organizations. The case of a romanian public agency – an action research approach
Marketing of public organizations. The case of a romanian public agency – an action research approach

Summary/Abstract: As part of a larger intent to improve public institutions‘ activity and performance, as well as how they respond to the needs of their stakeholders (both individual citizens and organizations), an increasing focus on marketing is noticeable in the public sector in Romania. Efforts can be seen and are welcome in both practice and scientific research; when mixed together (i.e. an action research approach) the results can be even more valuable. Using the action research method, the authors, along with the co-researchers from a public organization in Romania, conduct a qualitative study on this topic of growing importance. During a three months‘ period of analysis, planning, implementation and evaluation, marketing issues are highlighted, solutions are suggested, marketing tools and techniques are developed and deployed, and all with the purpose of improving the institution‘s marketing process.

• Details
• Contents