THE UNDERSTANDING OF MARKETING AT PUBLIC DEPARTMENTS: A STUDY AT BRASILIAN SOCIAL SECURITY INSTITUTE

Abstract

This paper discusses the concepts and tools of marketing and its applicability in the public administration, showing that it is possible organizations developing marketing initiatives by identifying citizens needs and wishes. These concepts had based the survey conducted with official public agents of the Communication Assistance, subjected to Brazilian Social Security Institute, in seeking to understand what are their beliefs about the concepts and tools of marketing in public management and how they apply in meeting citizens’ daily demands.