ABSTRACT
This chapter seeks to present basic elements regarding marketing instruments used in the public sector, and focuses on the definition and structuring of public services, their pricing and the possibilities of using them. Marketing instruments, also known as the marketing mix, represent an organization's means of action to attain the marketing goals it has set itself. Understand the specificities of marketing instruments in the public sector structure public services, notably by taking into account their intangible nature. The instruments of marketing, or marketing mix, are the means of action that an organization has to attain its marketing objectives. Price here is not usually an instrument for regulating consumption; other instruments, like the introduction of quotas, are needed. Distribution is the marketing instrument whereby goods or services are delivered from producer to consumer. Cases it is not possible to exclude beneficiaries – while observing consumer competition – are less frequent.
