Marketing-oriented planning in public administration: The case of the state development agency

Abstract

Noting that concepts from marketing are not often found in the public management: literature, the authors present a multi-stage marketing-oriented planning model which can be used in the public sector. the mods1 is applied to the case of industrial development agencies, wit11 emphasis on the use of the model in recruiting foreign direct investment. The model includes the determination of organization mission, goals and objectives, resources, and growth strategies as elements of the management planning process. The marketing planning stage of the model includes opportunity analysis, positioning for target markets, marketing mix selection, and control. The two main stages of the process are mediated by factors in the internal and external environments of the organization.