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Author
Grigorescu Adriana (National School of Political Studies and Public Administration, Bucharest, Romania)
Title
Marketing of Public and Business Affairs Subsystems of Socio-Economic Environment
Marketing podsystemów publiczno-społecznego i biznesowego w otoczeniu ekonomiczno-spotecznym
Source
Współczesna Ekonomia, 2008, vol. 2, nr 2, s. 87-99, rys., tab., bibliogr. 14 poz.
Contemporary Economics
Keyword
System społeczno-ekonomiczny, Administracja publiczna, Instrumenty marketingowe, Reorganizacja procesów biznesowych, Restrukturyzacja
Social economic system, Public administration, Marketing instruments, Business Process Reengineering (BPR), Restructuring
Note
streszcz., summ.
Country
Rumunia
Romania
Abstract
Społeczeństwo rumuńskie, od momentu wejścia tego kraju w styczniu 2007 r. w struktury Unii Europejskiej, realizuje procesy restrukturyzacji systemu społeczno-ekonomicznego. W społeczeństwie rumuńskim funkcjonuje przekonanie, iż dwa podsystemy: publiczno-społeczny i biznesowy są nastawione antagonistycznie wobec siebie, znajdują się po przeciwnych stronach systemu ekonomicznego. Równocześnie powstało przekonanie, ze narzędzia marketingu mogłyby połączyć te dwa podsystemy. Związek między tymi systemami powinien stworzyć klimat współpracy tych dwóch podsystemów funkcjonujących w otoczeniu społeczno-ekonomicznym. Artykuł analizuje podsystem biznesowy (ang. business system BS) i publiczny system administracyjny (ang. public administrative system PAS). Przedstawia ich strukturę, cechy oraz formy współdziałania z innymi elementami składowymi systemu społeczno-ekonomicznego. W końcu zaprezentowane są możliwości wdrażania instrumentów marketingu w celu powiązania ze sobą podsystemu biznesowego i publiczno-społecznego. (abstrakt oryginalny)

The Romanian society is crossing one of the most important stages of its transition toward the integration in the European Union started with January 1st, 2007; this will define the final processes bound for the socio-economic reconstruction. Based on the previous experiences, an assumption rose up that, at this moment in the Romanian society there are two systems - business and public administration, placed on opposite, antagonistic, unfriendly sides. At the same time, there is the opinion that a proper public and private marketing could be the link between them. The link between these systems should make the relation useful to create and handle the cooperation and cooperation climate in these two environments. The paper aims to present the systems, their characteristics, the opinion about the other, the identified link components, and to propose a solution for the link improvement. A small survey of the members' opinions, in both systems, will be the base of the analysis. The first stage is to analyze each environment as an independent system: business system (BSy) and public administration system (PASy). We will present the structure, characteristics, interactions with other socio-economic components, etc. The second stage will focus on the role of public and private marketing as tools of feedback reaction of the systems to the general environment dynamics. The marketing behavior is typical for the BSy and its level of marketing knowledge is higher than the poor level of marketing knowledge in PASy lacking the marketing attitude about public services (original abstract)
Accessibility
The Main Library of Poznań University of Economics and Business
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Bibliography
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ISSN
1897-9254
Language
eng
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