Renewal marketing management in public and business organizations

The actual challenges for public and private organizations are the EU space and globalization. Romanian authorities – public administration institutions, are confronted with a profound process of transformation as a new EU member that has to come to the same expectations and performances as the others. At the same time the business organizations – companies, national and multinational, are concerned about the new markets, competition, customers and regulations. Both types of organizations have to renew their view about the role of marketing and to restructure their approach and behavior accordingly. We shall examine the most important issues they have to deal with and will propose a generally correlated action plan to be taken into consideration. As this period of time is under the economic and financial crises pressure we also take into account the effects of economic decline and re-launch.