Marketing in local government
Marketing in the municipality or the county is used to present offers or resources of the specific "territorial products" for local residents and outside visitors. In marketing sense district/municipality is the business that operates under market economy conditions. It works in order to satisfy the needs of the local community, thanks to: human, financial and material resources. Although the county/municipality operates in a market economy, profit is seen rather in the social than financial sense.
Product of county/municipality
The product of the county/municipality is a collection of services that are offered for a fee, partial fee or free of charge to interested groups of customers. County/municipality as a non-profit organization primarily provides public services, mainly in the sphere of:
- Support (municipal services, transportation)
- Social (culture, education, sport, leisure, recreation, health, social welfare)
- Administrative (registering vehicles, issuing licenses, etc.)
Municipal product forms
Marketing product of the county/municipality takes various forms:
- Services (processes to provide then, the degree of differentiation and consumer participation in service process)
- Persons (it is the exposure of people and inspiration of local public development)
- Ideas (to promote certain behaviors and attitudes)
- Organization (the goal is to get the acceptance of society for the organization and services provided by it services)
- Public relations (information and communication which has influence in shaping a positive public opinion)
- Sponsorship (financial support of services or property)
- Lamb, C. W. (1987). Public sector marketing is different. Business Horizons, 30(4), 56-60.
- Rees, P., & Gardner, H. (2003). Best value, partnerships and relationship marketing in local government. International Journal of nonprofit and voluntary sector marketing, 8(2), 143-152.