Renewal Marketing Management In Public And Business Organizations
Source: Munich Personal Repec Archive
The actual challenges for public and private organizations are the EU space and globalization. Romanian authorities - public administration institutions, are confronted with a profound process of transformation as a new EU member that has to come to the same expectations and performances as the others. At the same time the business organizations - companies, national and multinational, are concerned about the new markets, competition, customers and regulations. Both types of organizations have to renew their view about the role of marketing and to restructure their approach and behavior accordingly.