اتجاهات المسؤولين في المؤسسات الحكومية الأردنية نحو تبني المفهوم الحديث للتسويق

Abstract EN

This study aims at investigating the attitudes of officials in the public sector in Jordan toward adopting and implementing modem marketing concepts, and to reveal the restrictions which preclude the application of these concepts in public agencies.

It also aims to present certain recommendations which serve to improve current public services to meet modern criteria of marketing.

The required data were collected through self-administrated questionnaire distributed to managers and supervisors in all public ministries and agencies.

Given the exploratory nature of this study descriptive, percentages, frequencies were employed to analyze data.

The findings of this study indicate the following results: (1) Although the majority of the examined officials in the public sector have positive attitudes toward adoption of modem marketing concept, they have shown lack of understanding in the marketing concepts and their implications.

(2) There are many constraints inhibiting adoption of the marketing concepts.

These include: organizational structure, flexibility, specialization in marketing, and legal and ethical standards.

Finally, the study concludes that thosewho are responsible in public sector need to change their marketing views in order respond to peoples' needs.

Suggestions and recommendations are given in this regard.