SOCIAL ORIENTATION OF STATE MARKETING AS MECHANISM OF PERFECTION OF SOCIAL EFFICIENCY OF STATE ADMINISTRATION
The study substantiates the main characteristics of state marketing as a mechanism for the development of social efficiency of public administration. It is proved that the general principle of the state marketing functioning, which implements the new fundamental characteristics of marketing management, is the focus on the social effect; which is a kind of analogue of the economic effect from the activities of entrepreneurial structures, but fundamentally differs from it in that it is measured not within the criteria of commercial benefit, but in the context of benefits for society and other objects of state administration. The author believes that the most obvious manifestation of the social orientation of statemarketing is the moral and ethical dimension, which he maximizes in the activities of public authorities. The social responsibility of civil servants and leaders in the context of marketing ethics is analyzed, some recommendations for civil servants are formulated. The conclusions clarify that the use of marketing mechanisms in public administration contributes to its reorientation to the needs of society and citizens, overcoming the narrowly professional understanding of responsibilities, that is, the social origins of bureaucracy and the isolation of power from the people.