MARKETING FUNCTION IN THE DEVELOPMENT OF PUBLIC-PRIVATE PARTNERSHIP

Marketing function of an economicentity involves the usage of various marketing subfunctionssuch as marketing research, marketingapproach in product development, marketingplanning, marketing management, etc. Themarketing orientation of the economic entity isdirected by using those functions, eitherindividually or jointly. In terms of our public sectorand institutions, introduction and application ofmarketing as a kind of business philosophy are notyet enough widespread and used. This paper posesas imperative introduction of a marketing conceptand corresponding marketing sub-functions inpublic institutions, mainly in the field of public -private partnership. The direct relation andcooperation between public and private sector inthe projects of general and social interest that areimplemented by private partner in cooperation withpublic institution in the framework of private-publicpartnership reflects the significance of marketingfunction of public sector in this field.