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Public Sector Marketing in Poland

Public Sector Marketing in Poland
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Author(s): Robert Seliga (University of Social Sciences, Poland)
Copyright: 2017
Pages: 24
Source title: Public Sector Entrepreneurship and the Integration of Innovative Business Models
Source Author(s)/Editor(s): Mateusz Lewandowski (Jagiellonian University in Kraków, Poland) and Barbara Kożuch (Jagiellonian University in Kraków, Poland)
DOI: 10.4018/978-1-5225-2215-7.ch009

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Abstract

Marketing is increasingly interdisciplinary area of high-scale diversity. Noticeable is the implement and adapt the tools and the concept of marketing in the different sectors of the economy such as the private sector, non-governmental sector or the public sector. Marketing is a concept in the area of management science and it plays a special role in the area of public management. For selected areas of public life such as: health services and higher education, it will be possible to use more sophisticated tools than in the case of administrative operations. The aim of the chapter is to create a comprehensive model of interdependence and cooperation of various marketing concepts in the public sector in Poland. The empirical part of the article was based on quantitative research conducted in 2015 – 2016.

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