Methods of Obtaining the Information Necessary to Underlie the Marketing Policies Specific to Public Institutions

Abstract

The aim of the paper is to identify the main ways of obtaining the specific marketing information necessary for the elaboration of the marketing policies used by public organizations such as the local public administration. The paper aims at justifying the vital need of organizations such as local public administrations to collect quality marketing information and to interpret it at the level of a public institution. Thus, the specific marketing information system has to start first with the identification of the real needs of the citizens and has to lead to the improvement of the activity and to the modernization of the local public administration organizations. The obtained marketing information is a very good way of assessing the general situation so that a managerial plan can be developed mainly for the satisfaction of the different needs of the citizens.