MARKETING AS A MECHANISM FOR REFORMING THE DOMESTIC PUBLIC ADMINISTRATION SYSTEM

Abstract

The article provides a comprehensive analysis of the problem of using marketing as a mechanism for reforming the domestic public administration system. The adaptation of marketing technologies to the needs of forming a strategy for public administration reforms should be carried out on the basis of determining the directions of their influence on the strategy of innovative changes. In general, it is marketing technologies in the process of reforms that allow combining public administration, market and public mechanisms to optimize not only the activities of state authorities and local self-government bodies, but also the public sphere as a whole. The use of marketing technologies plays an important role in developing the most important part of public administration reforms, namely the distribution of functions between public administration structures, which is especially evident in the context of decentralization reforms. The marketing principle of the maximum possible approximation of the strategic subject of public administration to its object contributes to the implementation in the process of reforms of the principle of self-realization of innovative projects using the potential of self-development of the system of state authorities and local self-government bodies itself. Within the framework of the marketing management system, the level closest to the problem area, where the strategy of influencing public administration objects is formed and implemented in the context of reorientation to the needs of the consumer (citizens and organizations) and the potential of strategic management is practically realized, is the level of regional public administration and self-government, as well as the level of municipal self-government of large cities. The use of marketing technologies in the practice of public administration allows solving the problem of implementing public services on the basis of clientelism. Marketing technologies are also indispensable in the development of those aspects of management innovations that relate to ensuring the effectiveness of public administration. They help implement an integrated approach to the formation of a system of criteria and indicators of the effectiveness of management activities.