Need for marketing activities in the public sector is currently determined by its growing role in society, by the challenges of the economy and by the shortage of professionals. The importance of public organization is challenged, in this respect, by the link with civil society; it directed to meet social needs. To maintain these relationships, it is important that public institutions become generally known, because of unique functions to create a positive image and to adapt its services to customers’ needs. That means there is need to apply the concept of successful marketing, confirmed by the positive relationship between market orientation and overall performance of public service organizations.