Abstract:

This paper gives an overview of how marketing activities are organized within Romanian public institutions and highlights the advantages of marketing implementation within the public services domain. Public organizations implement specific marketing concepts, but, as it results from our research, they do this in a rather random and inefficient manner. Although managers of public institutions are aware of the usefulness of marketing tools and programs, they often overlook marketing, as demonstrated by the absence of marketing structures in more than half of the institutions, the low range of marketing activities developed, and limited financial and material resources allocated to marketing demarches.