FACTORS THAT INFLUENCE PUBLIC MARKETING: ISOLATION AND ANALYSIS

Yuliia-Bozhena Khanyk

doi:10.23856/5417

Yuliia-Bozhena Khanyk Lviv Polytechnic National University https://orcid.org/0000-0002-6449-1238

Słowa kluczowe: public marketing, factors, government, cluster analysis, public administration.

Abstrakt

In the world the study and application of public marketing in the government began to be addressed in the late 1990s. And only in the early 2000s, books on public marketing began to be published. Taking into account the positive experience of using public marketing tools by developed countries, there is a need for a thorough study of public marketing in countries that have not yet achieved high economic development. For example, in those countries until recently, there were no scientific works on the topic of identifying, researching and analyzing factors that influence the implementation of public marketing. In Ukraine only in 2021 O. Ugodnikova published scientific article on this topic. So, the study of public marketing itself is a fairly new phenomenon, particularly in Ukraine. The aim of this paper is to determine the factors affecting the successful use of public marketing and to conduct a cluster analysis of countries by the level of success in the use of public marketing. The following methods were applied in this paper: analysis, comparison, classification and generalization approaches.

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