THE IMPORTANCE OF MARKETING TO STRENGTHEN THE MILITARY POLICE'S INSTITUTIONAL IMAGE

Abstract

When it comes to marketing, it is not unusual that, even in the face of historical foresight, it is linked to the ideals of the market, competitiveness, and profitability. However, a particular type of this science has increasingly drawn attention, one that, devoid of economic interests and focused on the public sector, seeks the satisfaction of citizen-customers and the feasibility of exchanges between them and the many state agencies. In this perspective, the present work focuses on the application of marketing in a specific field of the public sector: public security. The aim is to analyze the relevance and contribution of institutional marketing to strengthen the institutional image of the Military Police. To this end, we resort to the literature of Kotler (1996, 2008, 2012) and other studies that, beyond the theoretical field, demonstrate the success in the application of marketing in the public sector. In methodological terms, according to the classification of Prodanov and Freitas (2013) and Gil (2008), the study assumes the contours of bibliographic-documentary research of qualitative approach. It concludes by the urgency of the implementation of marketing in the field of public security and by the unquestionable contribution it can bring to the recognition of the military police as a benchmark public institution.