Marketing and public sector performance. The case of National Institute of Administration (NIA) in Romania

The National Institute of Administration was established to handle issues of personnel training within the system of public administration in Romania. After a stage of progress (2002-2005), the existing conflict between top management leaders questioned the institute's existence, such as a reconstruction process has started, based on three strategies: development, human resources and marketing. The achievement of the last strategy was necessary mainly due to the competitive environment in which the institute is forced to exist. As a result, the application of those strategies led to enhanced performance and gaining the institute capacity to achieve the objectives it was created for. The NIA was the only central public institution in Romania that developed and implemented in 2006 a public marketing str ategy.