The marketing mix is a key element of a marketing strategy used to achieve organizational goals. In the public sector, the marketing mix can enhance the efficiency of government institutions and contribute to the national economy. This paper analyzes the significance of the marketing mix in the public sector in Serbia, with a specific focus on the Government of the Republic of Serbia. The marketing mix consists of product/service, price, distribution, and promotion. In the case of the Government of the Republic of Serbia, the product/service refers to the services provided by the state to its citizens, while the price pertains to the costs incurred by citizens for these services. Distribution relates to the availability of services throughout the country, and promotion concerns how the government presents itself to citizens. The paper explores the role of marketing in meeting citizens' needs and enhancing the performance of public institutions. Public institutions, such as governments and nonprofit organizations, provide services to citizens and require a comprehensive approach to marketing. Citizen trust and satisfaction are key factors for the success of the public sector. The paper analyzes the marketing mix instruments used by the Government of the Republic of Serbia, including the services provided by various ministries. Service is a crucial instrument in the public sector, and ministries deliver services in areas such as education, agriculture, healthcare, etc. The paper aims to provide insights into the state of public institutions and propose actions for improving their operations in the future

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