SOCIAL MARKETING IN PUBLIC ADMINISTRATION OF SOCIAL SERVICE INSTITUTIONS
DOI:
https://doi.org/10.22478/ufpb.2179-7137.2019v8n6.49320Palavras-chave:
public administration, social marketing, social organizations, advertising, public relations, imageResumo
The following conclusions can be drawn from the theoretical analysis and the results of the expert survey. Firstly, it is substantiated that social marketing is an effective mechanism for public administration of social organizations in Ukraine, and that public relations and social advertising are the leading technologies. Secondly, it is determined that the leading task of public relations in public administration is to develop concepts of social advertising and the formation of a positive image of the social service through information and advertising campaign on social services. Thirdly, it has been found that the more effective means of advertising the activities of social organizations are: TV and radio advertising; placement of articles in specialized (local printed) editions; booklets, memos, other handouts, and the main issues that should be covered in social advertising are: addiction, socio-economic problems, medical problems, problems of vulnerable sections of the population.Downloads
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Referências
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Bodnar, S., Mirkovich, I., Koval, V. (2019). Human capital development in Ukrainian education system by means of language integrated teaching. Dilemas contemporaneos-educacion politica y valores, 7 (SI), 14.
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Kotler, P., Roberto E., Roberto N. (1989). Social marketing: strategies for changing public behavior New York : Free Press ; London : Collier Macmillan
Koval, V., Polyezhayev, Y., & Bezkhlibna, A. (2019). Communicative competences in enhancing of regional competitiveness in the labour market. Baltic Journal of Economic Studies, 4(5), 105-113. doi:10.30525/2256-0742/2018-4-5-105-113
Kvitka, S., Starushenko, G., Koval, V., Deforzh, H., & Prokopenko, O. (2019). Marketing of Ukrainian higher educational institutions representation based on modeling of Webometrics Ranking. Marketing and Management of Innovations, 3, 60-72. http://doi.org/10.21272/mmi.2019.3-05
Lasswell, H. (1948). Power and Personality. New York: Norton.
Luchaninova, O., Koval, V., Markina, L., Zhovnirchyk, Y., Mishchenko D. (2019). Development of entrepreneurial competence of vocational professionals by means of communicative management. Dilemas contemporaneos-educacion politica y valores, 7 (SI), 132.
Poltorak, V. (2010) Political marketing: essence, functions, problems of use. Dnipropetrovsk: DUEP (in Russian).
Prystupa, L., Koval, V, Kvach, I., Hrymalyuk, A. (2019). Transformation of cycles of state regulation in international trade. AEBMR-Advances in Economics Business and Management Research. Atlantis Press, 95, 277-280.
Romat, Ye., (2016). Marketing in public administration. Visnik KNTEU, 4, 56-67.
Sheth J.,Gardner D., Garrett D. (1988). Marketing Theory: Evolution and Evolution. New York: Willey and Sous.
Vivchar, O., Redkva, O. (2018).
Analysis of indicators impact on economic security of enterprises in the context of socio-humanitarian components. Economics. Ecology. Socium, 2 (3), 65-74
Bagozzi, R. (1978) Marketing as Exchange. A Theory of Transactions in the Marketplace The American Behavioral, 21 (4), 535-556.
Bodnar, S., Mirkovich, I., Koval, V. (2019). Human capital development in Ukrainian education system by means of language integrated teaching. Dilemas contemporaneos-educacion politica y valores, 7 (SI), 14.
Borychenko, K., Hudz, A., Koval, V., Golubkova, I., Mazur, A. (2019). European standards for social protection of internally displaced persons. Dilemas contemporaneos-educacion politica y valores, 7 (SI), 88.
Gilbert, D. (2003) Retail Marketing Management Financial Times Prentice Hall.
Kotler, P., Roberto E., Roberto N. (1989). Social marketing: strategies for changing public behavior New York : Free Press ; London : Collier Macmillan
Koval, V., Polyezhayev, Y., & Bezkhlibna, A. (2019). Communicative competences in enhancing of regional competitiveness in the labour market. Baltic Journal of Economic Studies, 4(5), 105-113. doi:10.30525/2256-0742/2018-4-5-105-113
Kvitka, S., Starushenko, G., Koval, V., Deforzh, H., & Prokopenko, O. (2019). Marketing of Ukrainian higher educational institutions representation based on modeling of Webometrics Ranking. Marketing and Management of Innovations, 3, 60-72. http://doi.org/10.21272/mmi.2019.3-05
Lasswell, H. (1948). Power and Personality. New York: Norton.
Luchaninova, O., Koval, V., Markina, L., Zhovnirchyk, Y., Mishchenko D. (2019). Development of entrepreneurial competence of vocational professionals by means of communicative management. Dilemas contemporaneos-educacion politica y valores, 7 (SI), 132.
Poltorak, V. (2010) Political marketing: essence, functions, problems of use. Dnipropetrovsk: DUEP (in Russian).
Prystupa, L., Koval, V, Kvach, I., Hrymalyuk, A. (2019). Transformation of cycles of state regulation in international trade. AEBMR-Advances in Economics Business and Management Research. Atlantis Press, 95, 277-280.
Romat, Ye., (2016). Marketing in public administration. Visnik KNTEU, 4, 56-67.
Sheth J.,Gardner D., Garrett D. (1988). Marketing Theory: Evolution and Evolution. New York: Willey and Sous.
Vivchar, O., Redkva, O. (2018).
Analysis of indicators impact on economic security of enterprises in the context of socio-humanitarian components. Economics. Ecology. Socium, 2 (3), 65-74
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Publicado
2019-11-27
Como Citar
BUKANOV, H. .; KOLESNYK, A. .; TASHKINOVA, O. .; KOTLUBAI, V. .; KOVAL, V. . SOCIAL MARKETING IN PUBLIC ADMINISTRATION OF SOCIAL SERVICE INSTITUTIONS. Gênero & Direito, [S. l.], v. 8, n. 6, 2019. DOI: 10.22478/ufpb.2179-7137.2019v8n6.49320. Disponível em: https://periodicos.ufpb.br/index.php/ged/article/view/49320. Acesso em: 22 nov. 2024.
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