The relevance of marketing logic and marketing philosophy in the police as a citizens' service

Abstract

This paper deals with the relevance of marketing logic and marketing philosophy in the police as a citizens' service. The research was conducted by analysis of domestic and foreign literature relevant to the topic of the paper - largely that in scientific journals (articles) in the field of social sciences, which are in the Serbian Citation index base and the Serbian Library Consortium for Coordinated Acquisition (Kobson) and articles published on the Internet as well. It has been found that the police as a citizens' service implement the key postulates of marketing philosophy, while the satisfaction of citizens with the service provided by police in cooperation with citizens and other organizations in strategic partnership represents the most important one. However, measuring the efficiency of police perfo­rmance by the parameters based on marketing philosophy is not that common in practice. Up to the 20th century, the focus of the research was the analysis of factors which affect behavior of police officers and application of traditional indicators of the efficiency of their performance. Thus, future research should be concerned with the research of the needs, attitudes and behavior of citizens in order to create adequate strategies of their sati­sfaction, while the satisfaction of police officers should be of consequential character. The aim of the paper was to encourage domestic and foreign professionals to get involved in the research of performances which determine the quality of relations between police and citizens, the factors which affect behavior of citizens, their satisfaction and encourage police officers to adhere to the principles of marketing philosophy in their work with citizens.