MARKETING TECHNOLOGIES IN THE PUBLIC ADMINISTRATION SYSTEM IN THE CONDITIONS OF DECENTRALIZATION OF POWER

Abstract

The article is devoted to the study of the problem of the systematic use of marketing technologies in the process of decentralization of power reforms. The article provides a comprehensive analysis of the problem of using marketing as a mechanism for reforming the domestic public administration system. The introduction of marketing technologies is associated with the implementation of a decentralized model of activity of public administration structures at all levels. In general, the basic principles of using marketing technologies in the public administration system in decentralization can be reduced to four main guidelines: customer orientation within the framework of clientelism and public governance models; the use of business methods to assess the activities of state power structures and local self-government; privatization and outsourcing of a number of areas of activity of state structures; expanding the range of methods for application in the public administration system using practical management and marketing. Today, the reforms implemented in the process of implementing marketing technologies are based on marginal innovations, while marketing effectively functions only as an integrated marketing management system. The presence in the marketing management model of a set of components combined into an integrated whole allows us to characterize it as a public administration system in the context of decentralization, and not simply as a component of a certain management system. In public administration, it acts in this case as an integrating systemic formation, which gives it a new quality on the basis of the implementation of decentralization reforms. The structural basis of the public marketing system is a complex of subject-object relations that are formed regarding the use of marketing to achieve the goals of state power and local self-government. The most effective is the application of marketing principles in the activities of regional and subregional state power bodies and local self-government, since they are closest to meeting the needs of citizens as the main object of public marketing, which is the recipient of administrative services. It is at this level that the functioning of special marketing units of public administration is most effective, the creation of which is one of the tasks of decentralization reforms.