Abstract
The author of the article analyzes works of foreign and Russian researchers dealing with marketing issues. The author proves that different researchers identified the trend of marketing adaptation in organizations related to the non-profit sphere as a stable one. It is noted that social aspects of marketing, which are further formalized and implemented in the concepts of strategic, socially-oriented (social-ethical), individual marketing, relationship marketing, marketing of large social communities, are strengthened. The author marks out the most important reasons for borrowing marketing and its adaptation in the non-commercial sphere: due to the use of the entire marketing complex, stable connections are formed, loyal and trust-based relations with consumers of services are established, their needs are met through services, and the social effect of activity of this type of organization is increased. The article proves the usefulness of marketing application in the activities of government bodies and their subordinate organizations as a set of functions, a tool for creating specific products and services of public importance. The author of the article makes her theoretical contribution to the analysis of processes of marketing adaptation to different types of management: namely, she proves the appropriateness of marketing adaptation in public administration in order to achieve such a goal as the satisfaction of public interests acknowledged by the majority of public administration subjects. The author of the article also proposes a list of public administration subjects interested in application of the marketing complex. The article reveals the presence of marketing approach in the activity of one of the public administration subjects (the Ministry of Social Policy), which is implemented in the following marketing elements: in marketing functions and tools, their recording in regulatory acts, and also, to some extent, in mastering of marketing ideas by executives and specialists, and their application in activities.
Highlights
Сегодня маркетинговый подход достаточно широко используется в деятельности различных типов организаций.
В конце ХХ века философия маркетинга и его концепции, в том числе в которых акцентируется внимание на социальных аспектах (например, в маркетинге отношений, маркетинге больших социальных общностей, маркетинге как инструменте управления рынками государственных, муниципальных и социальных услуг) воспринимаются российской властью и постепенно адаптируются к системе управления.
Целесообразность применения концепций маркетинга в деятельности органов власти, конечно же, получает отражение и в работах российских исследователей, например, таких как Т.А.
Summary
Сегодня маркетинговый подход достаточно широко используется в деятельности различных типов организаций. В конце ХХ века философия маркетинга и его концепции, в том числе в которых акцентируется внимание на социальных аспектах (например, в маркетинге отношений, маркетинге больших социальных общностей, маркетинге как инструменте управления рынками государственных, муниципальных и социальных услуг) воспринимаются российской властью и постепенно адаптируются к системе управления. Целесообразность применения концепций маркетинга в деятельности органов власти, конечно же, получает отражение и в работах российских исследователей, например, таких как Т.А.
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Bulletin of South Ural State University series "Economics and management"
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
