Havrylichko Y. Marketing strategies of public administration subjects

The dissertation is devoted to the development of theoretical and methodological foundations, the development of methodological and practical recommendations for the formation and implementation of marketing strategies by the subjects of public administration. In dissertation work a systemic, categorical and conceptual analysis of the basic, already operating marketing tools in the system of public administration in the sphere of providing services by state authorities in Ukraine was carried out. The essence of the system of strategic planning of the subjects of state administration, which is defined as an element of the system of state strategic management, which combines simultaneously the processes of purpose-setting, methods, procedures and results of this activity, is revealed. The estimation of the preconditions for the implementation of marketing elements to the existing mechanisms of public administration has been assessed, which has shown a high level of their perception of integration. Proves the expediency of using the principles of marketing in the practice of the subjects of public administration. It is proved that the success of pension reform in our country largely depends on the transformation of consumer behavior of recipients of pension services. It is determined that at the present stage of development an independent marketing mechanism of public administration is formed that can be defined as a system aimed at ensuring the implementation of the processes of public administration, which involves the use of subjects of public management of marketing principles in the process of achieving government-management objectives as the main managerial concepts. The role and importance of the system of planning of state marketing in the development of the marketing mechanism of public administration is determined. The formation of a proper marketing planning system should combine all existing elements of marketing tools and ensure the effective functioning of the marketing public mechanism. The specific principles, goals, stages of carrying out, concrete measures of formation of the marketing strategy of the subjects of public marketing are defined.