THE ROLE OF PUBLIC MARKETING INSTRUMENTS IN EMERGING PUBLIC ADMINISTRATION SYSTEM

The concept of ―emergence‖ signifies lato sensu a kind of change and it will be used to refer and to define the changes that suffer the public administration. Thus, the aim of the paper is to present how marketing through its instruments is part of the process of modernization and adaptation of the public administration system. The paper will have a specific look on the Romanian public administration and on the approach of marketing within the public sector. The core of the analysis is the Romanian national tourism brand. The conclusion of the research will regard the role of public marketing instruments in promoting tourism in Romania by the central public administration bodies.