ELEMENT “PRICE” IN THE PUBLIC MARKETING COMPLEX
The article is devoted to research of theoretical and practical questions of formation of the element “price” in the complex of public marketing. The article defines categories of “marketing complex”, examines the evolution of its development. The article contains an analysis of the main areas of development of the concept of a marketing complex. It is shown that a more relevant approach to the concept of a marketing complex in public administration is to transform its understanding from the 4P’s model into the 4C’s model. The relationship between models of the 4P’s and 4C’s marketing complex is presented in detail. The results of the analysis of the price policy of subjects of public marketing are made.