INNOVATIVE MARKETING TECHNOLOGIES IN MUNICIPAL MANAGEMENT

Abstract

Goal. Study of social marketing as an integrated system of innovation management in the area of the municipality. Methods. Identified tendencies of forming and development of social services in the context of a market economy. In terms of finding the best options for the development of regional economic structures are developed innovative approaches to municipal management. Are determined by the specific features of social services in municipal features of innovative marketing as a method of social control. A theoretical basis of social marketing in the municipal sector as an integral system of management and technology work at the municipal market in order to implement the social needs of the population of the territory through the creation, supply, communication or the transfer of goods, services and money. The municipality is considered as material and institutional framework of marketing technologies at virtually all levels of Government. In accordance with the defined goals, objectives and functions of social marketing as an innovative method of social management at the level of municipalities, as well as its strategy, tactics and features of marketing mix. The results of the work. Identified a set of parameters to define the integral performance of marketing activity in the market of social services. Based on a methodology for assessing the effectiveness of marketing activity in the market of social services. A generalized measure of efficiency of marketing activity-effectiveness index (Ie), defined as the sum of the normalized values of the volume index of social services (OSU), the quality of social services (CBS), the economic efficiency of enterprises in the social sphere (ÈFP), as well as social efficiency (SEF). The scientific novelty. Scientific novelty and originality consists in the study of technologies of social marketing in municipal management as an innovative method of enhancing the role of local Government on the formation and development of the municipal market of social services. The technique of measuring the effectiveness of marketing activity in the market of social services.