Public marketing is an underdeveloped subject because it is incorporated into the various marketing classifications at the end of the 20th century, although it is a discipline that has a wide field of application, which includes public institutions. For the public administration, it must be a fundamental instrument that contributes to providing timely responses to citizens, through various institutions. In Panama, the New Public Management has committed the country towards a results-based approach, where our country proposed a series of actions, among which the implementation of public management at the service of citizens, as well as the implementation of responsibility directive, which assesses the establishment of the responsibility of managers to lead the process of improving the quality of services in their respective institutions. That is why the objective of this research is to identify those components of public marketing that make it an alternative to improve service to the user of public services in the country. In the methodology used, the interpretive or hermeneutic paradigm, the search for relevant information was developed that will deepen the subject and learn about various approaches, importance and application of marketing in public institutions and transfer that theoretical profile to the local reality, where the success of government entities should be measured by how efficiently and effectively they meet the needs of citizen-clients.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
