MARKETING STRATEGIC PLANNING – A MODERN APPROACH WITHIN PUBLIC INSTITUTIONS’ MANAGEMENT

The concept of strategic planning was discussed in various specialty papers that emphasized both the positive consequences of implementing it in private companies and public service units and the factors of influence. This paper recognizes the importance of strategic planning, highlighting the factors that can lead to its success, but also the obstacles encountered by managers. The study continues by presenting the planning tools specific to public administration. The tools used within central government are the mission, the state budget, the objectives and the decentralization of public services. Local administration organizations adopt both measures specific to corporate or divisional level and to strategic business units, when they are planning their activities.