titl CZ
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Local development marketing
Chapter 17

zahlavi CZ
Public marketing
• Public marketing is the application of marketing concepts and tools to public administration.
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• Public marketing has evolved to a self-contained discipline merging thoughts from marketing and
public sector management.
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2

zahlavi CZ
Public marketing
* Relationships to customers, employees and other stakeholders appear to become central to the
success of public sector organisations.
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3

zahlavi CZ
Local development marketing
•The local development as a partnership and a communication among three main participants: * the
local publics (citizens/ inhabitants, civic initiatives, politicians, journalists),
* the entrepreneurs,
* the public administration.
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zahlavi CZ
Local publics
• The relationship between the local publics and the entrepreneurs is full of conflicts.
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• Both sides have very often different ideas  about local development.
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• The local publics think about pleasant life (with such values like nature, quiet, cleannes).
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5

zahlavi CZ
Entrepreneurs
* The entrepreneurs are thinking first of all about their economic goals (like profit).
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6

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Public administration
• The public administration plays the leading role.
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• The public administration has the task to solve these conflicts and to find a compromise
solution.
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