FOREIGN EXPERIENCE OF USING MARKETING TOOLS IN THE PUBLIC ADMINISTRATION SYSTEM

The article reveals the relevance of using marketing tools in the activities of a modern state. Today, under the conditions of long-term reform and modernization of the public sphere, namely the processes of providing public services, the importance of a customer-oriented approach is growing, the main requirement of which is customer orientation, identification of their needs and ensuring a high level of services provided. These processes of reform and transformation require the public administration system to increase the effectiveness of management activities, and therefore to search for new innovative management tools that will meet the requirements of the time regarding the quality, effectiveness and customer-oriented activities of public authorities. The concept of «marketing» and the possibilities of its application in the public administration system are considered. It is emphasized that marketing in the context of public administration is a set of actions aimed at meeting the needs of citizens, increasing the efficiency of state bodies and improving the quality of life of the population. It includes studying the needs of target audiences, developing and implementing relevant services and programs, as well as their effective communication and promotion. It was found that in addition to this term, a number of synonymous concepts are used, and given the current state of development of the science of public administration, it should be noted that research on this topic not only does not lose its relevance, but also needs to be continued, since the concept of «marketing in the public administration system» is at the stage of its initial development. State marketing tools are proposed, in particular: advertising, market analysis, development of a marketing strategy, communication campaigns, public relations, reputation management, conducting research, development and implementation of programs, public involvement, and others. These tools are aimed at forming a positive image of the state, promoting its interests and attracting investment. An analysis of the results of using such tools in the public administration system of foreign countries was conducted. It was emphasized that marketing in the public administration system is a complex system that requires an integrated approach and the use of various tools to achieve the set goals.