Evolution of marketing approaches to public procurement management in the conditions of digitalization

作者：O. Postnikov · 发表于：Marketing and Digital Technologies · 年份：2024 · DOI：10.15276/mdt.8.4.2024.7

The aim of the article. The article explores the integration of marketing approaches into public procurement management, focusing on the evolution of marketing tools and their role in enhancing procurement efficiency. Analyses results. It highlights how marketing theories, such as the marketing mix (7P), competitive advantage theory, and relationship marketing, offer significant potential for improving transparency, accountability, and effectiveness in public procurement systems. By leveraging these concepts, procurement management can shift from traditional transactional methods to more relational approaches, fostering long-term partnerships with suppliers and promoting the stability and quality of goods and services delivered to the public sector. The research emphasizes the critical role of digital tools, particularly platforms like ProZorro, in transforming public procurement processes. ProZorro has demonstrated measurable improvements in transparency, reduced corruption risks, and enhanced competitiveness by enabling open access to tender information and fostering broader market participation. These advancements underscore the potential of digitalization to address systemic challenges in procurement management, including inefficiencies, high administrative burdens, and limited supplier engagement. One of the key findings of the study is the growing integration of sustainable development principles into public procurement practices. Environmental and social criteria are i...