Please use this identifier to cite or link to this item: http://repositorio.ufla.br/jspui/handle/1/1901
Title: O marketing público no contexto da reforma gerencialista do Estado
Other Titles: The public marketing in the context of the managerial reform of the state
Keywords: Democracia
Reforma do Estado
Marketing Público
Democracy
State Reform
Public Marketing
Issue Date: Sep-2013
Publisher: Unilasalle
Citation: OLIVEIRA, A. L. et al. O marketing público no contexto da reforma gerencialista do Estado. Desenvolve: revista de gestão do Unilasalle, Canoas, v. 2, n. 2, p. 103-116, set. 2013.
Abstract: In the context of managerial changes and proposals for the public administration, the marketing can contribute to the strategic interaction between the state and the citizen. This paper seeks to develop this relationship taking as priority social democratic ideals and presenting the vision of the social-democracy of public management. The goal is to understand how the public marketing can contribute to the consolidation of the proposals of the managerial reform of the state. We understand that the public marketing is an activity in which the needs of society are identified in order to offer or expand services provided by a set of institutions, regardless of who holds the political offices. Thus, the public marketing can help promote citizenship, reduce social inequalities, encourage responsibility, accountability and value the participatory nature of the population. These macro objectives can be addressed through actions aimed at the internal image of the Brazilian public administration, research on needs, desires and interests of the citizens aiming at benefiting the transparency and the control through communication actions, and strengthen the commitment to the public interest through the relationship.
URI: http://www.revistas.unilasalle.edu.br/index.php/desenvolve/article/view/1206/0
http://repositorio.ufla.br/jspui/handle/1/1901
Appears in Collections:DAE - Artigos publicados em periódicos

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