Marketing of public and private affairs – a link

Abstract

Purpose

To present the public and business systems, their characteristics, structure of link, and to propose tools of improvement.

Design/methodology/approach

It starts with a small survey of the members' opinions, in both systems. First, each environment is analysed as an independent system: business system (BSy) and public administration system (PASy). Second, the role of the marketing of public and private affairs as feedback is investigated. Third, it is presented the conjunction between the two systems and the link between them.

Findings

The marketing behaviour is natural for the BSy and thus its level of marketing knowledge is higher than the poor level of marketing knowledge in PASy. On the other hand PASy is characterized by a lack of marketing attitude about public services.

Research limitation/implication

The proposed tools of improving the link should be tested on groups of public servants and business managers to confirm/infirm the assumption.

Practical implication

A proper marketing for public and private affairs could be the link between them. The link could create and handle the cooperation and cooperation climate in these two environments.

Originality/value

Is the analysis of PASy from the marketing point of view, the conjunction between the two systems and the link through marketing. The paper proposes tools to improve the system by public‐private partnership system.

Citation

Grigorescu, A. (2006), "Marketing of public and private affairs – a link", Kybernetes, Vol. 35 No. 7/8, pp. 1179-1189. https://doi.org/10.1108/03684920610675166