Marketing and strategic management in public services

This unique publication is intended for all managers and executives of organizations, that deliver public services (education, healthcare, public transport, social services, public administration, etc. ) or which order them from the position of the contracting authority. The experienced author introduces the reader to the basic principles of marketing management and customer-oriented strategic management in a readable way and shows how to apply them in a public service environment using simple examples and case studies.

Even in public services, marketing management works with all the same laws as in any product or commercial service. However, this issue is quite exceptional in the Czech management literature - public services are approached primarily from the perspective of public finance, not customer relations. Users of public services today are encouraged to demand value for money, but suppliers often fail to deliver and present it.