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Public Marketing: A Strategic Tool for Social Economy


  • Bercea Oana Bianca

    (Management and Economic Engineering Department, Faculty of Machine Building, Technical University of Cluj-Napoca, Romania)

  • Laura Bacali

    (Management and Economic Engineering Department, Faculty of Machine Building, Technical University of Cluj-Napoca, Romania)

  • Elena-Simina Lakatos

    () (Center for Innovation and Organizational Sustainability, Romania)


Lately, social economy structures at European and national level have increased in number. The contribution of social economy at local economical development through jobs creation and solutions to social problems has been recognized at the European level making social economy a high interest research field. Concepts such as social entrepreneurship or social enterprise are often mistaken associated with the non-profit or non-governmental sector that has a considerable role in addressing social needs the public sector is not able to deal with, making imperious to clarify the differences and similarities between them. The social dimension of public sector and social economy gives the latter the posiblity to use marketing tools such as different forms of public marketing - positive marketing, social marketing, anti-marketing and de-marketing - to achieve its goals. Due to the diverse activities of social enterprises, managers might need to adapt classic marketing approaches to the specific institutional requirements. It is essential to understand how to make use of marketing instruments for achievement of institutional objectives, otherwhise they might have no impact. This paper approaches public marketing as a strategic tool for social economy structures emphasizing the main approach differences between classic marketing and public marketing in social economy in terms of marketing mix core elements.

Suggested Citation

  • Bercea Oana Bianca & Laura Bacali & Elena-Simina Lakatos, 2016. "Public Marketing: A Strategic Tool for Social Economy," Review of Applied Socio-Economic Research, Pro Global Science Association, vol. 11(1), pages 13-21, June.
  • Handle: RePEc:rse:wpaper:v:11:y:2016:i:1:p:13-21

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    References listed on IDEAS

    1. Certo, S. Trevis & Miller, Toyah, 2008. "Social entrepreneurship: Key issues and concepts," Business Horizons, Elsevier, vol. 51(4), pages 267-271.
    2. Seelos, Christian & Mair, Johanna, 2005. "Social entrepreneurship: Creating new business models to serve the poor," Business Horizons, Elsevier, vol. 48(3), pages 241-246.
    3. James L. Chan, 2003. "Government Accounting: An Assessment of Theory, Purposes and Standards," Public Money & Management, Taylor & Francis Journals, vol. 23(1), pages 13-20, January.
    4. Andrei TIGANAS & Tudor TICLAU & Cristina MORA & Laura BACALI, 2011. "Use of Public Sector Marketing and Leadership in Romania’s Local Public Administration (English version)," Revista de cercetare si interventie sociala, Editura Lumen, Department of Economics, vol. 34, pages 212-233, September.
    5. Filipe Santos, 2012. "A Positive Theory of Social Entrepreneurship," Journal of Business Ethics, Springer, vol. 111(3), pages 335-351, December.
    6. James L. Chan, 2003. "Government Accounting: An Assessment of Theory, Purposes and Standards," Public Money & Management, Chartered Institute of Public Finance and Accountancy, vol. 23(1), pages 13-20, January.
    7. Kaplan, Andreas M. & Haenlein, Michael, 2009. "The increasing importance of public marketing: Explanations, applications and limits of marketing within public administration," European Management Journal, Elsevier, vol. 27(3), pages 197-212, June.
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    More about this item


    Social economy; social enterprises; public marketing; marketing mix;

    JEL classification:

    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • L31 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Nonprofit Institutions; NGOs; Social Entrepreneurship
    • L23 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Organization of Production


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