| Summary: | The approach of several processes specific for the public sector such as innovation, public
and nonprofit marketing in view of co-creation and co-production of public services is more present in
the field literature, in research projects or community development strategies. Remarkable
contributions, such as those of Ostrom, Osborne, Voorberg, Jacob amplify and redirect the research
agenda of public sector, providing also the pillar necessary to prestigious research programmes, i.e.
Horizon 2020. A core subject consists in the connection between co-production and citizen
participation. In this context, the concept of “emergence of co-production” is genuine and significant
for what we call “new economics foundation”. The social, democratic and even political aspects joined
the new concepts, revealing the growth of trust in the public, governmental authorities and citizen
connection through involvement in public policies and programmes development. The current paper
aims to provide a new perspective in light to approach public marketing, using co-production as pillar
of the process specific to public marketing. The new concept, co-public marketing derives from general
concepts, such as co-marketing, and specificity offered to public marketing by necessity and integration
of citizen participation within the decisional processes from the public sector.
|
|---|
