Marketing in local government
| Marketing in local government |
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| See also |
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)
Promotion-mix instruments
- Advertising
- Public relations (information and communication which has influence in shaping a positive public opinion)
- Sponsorship (financial support of services or property)
References
- 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.
