MARKETING FUNCTION IN THE DEVELOPMENT OFPUBLIC-PRIVATE PARTNERSHIP

Abstract

Marketing function of an economic entity involves the usage of various marketing subfunctions such as marketing research, marketing
approach in product development, marketing planning, marketing management, etc. The marketing orientation of the economic entity is directed by using those functions, either individually or jointly. In terms of our public sector and institutions, introduction and application of marketing as a kind of business philosophy are not yet enough widespread and used. This paper poses as imperative introduction of a marketing concept and corresponding marketing sub-functions in public institutions, mainly in the field of public -
private partnership. The direct relation and cooperation between public and private sector in the projects of general and social interest that are implemented by private partner in cooperation with public institution in the framework of private-public partnership reflects the significance of marketing function of public sector in this field.