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Marketing in the Public Sector
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Table of Contents

Acknowledgments  xv

 

PART I            INTRODUCTION  1

Chapter 1        Improving Public Sector Performance by Seizing Opportunities to Meet Citizen Needs  3

Chapter 2        Understanding the Marketing Mindset  15

 

PART II           APPLYING MARKETING TOOLS TO THE PUBLIC SECTOR  39

Chapter 3        Developing and Enhancing Popular Programs and Services  41

Chapter 4        Setting Motivating Prices, Incentives, and Disincentives 65

Chapter 5        Optimizing Distribution Channels  87

Chapter 6        Creating and Maintaining a Desired Brand Identity  107

Chapter 7        Communicating Effectively with Key Publics  133

Chapter 8        Improving Customer Service and Satisfaction  163

Chapter 9        Influencing Positive Public Behaviors: Social Marketing  187

Chapter 10      Forming Strategic Partnerships  215

 

PART III          MANAGING THE MARKETING PROCESS  243

Chapter 11      Gathering Citizen Data, Input, and Feedback  245

Chapter 12      Monitoring and Evaluating Performance  261

Chapter 13      Developing a Compelling Marketing Plan  277

 

References  291

About the Authors  309

Index  311

Promotional Information

Discover how to use proven marketing thinking to supercharge the effectiveness of any government institution, public agency, or non-profit! Using scores of examples, renowned marketing consultant Dr. Philip Kotler and Nancy Lee introduce breakthrough techniques for promoting innovation, speed, efficiency, convenience, responsiveness, fairness, and citizen satisfaction. You'll begin by segmenting your markets; understanding the differing needs, interests, incomes, and access levels of each group; and setting the most effective service priorities within your limited resources. Next, you'll position your offerings so each of your target markets can discover them and recognize their benefits. Kotler and Lee walk you through carrying out all four core "tactical" marketing activities: defining product, price (if necessary), place, and promotion. Finally, they offer indispensable practical guidance on communications strategies for reaching your target markets as effectively as possible. Along the way, you'll find coverage of everything from strategic partnerships to measurement and feedback. Marketing in the Public Sector also includes a full chapter on influencing positive public behaviors through social marketing. From start to finish, this book will help you move your organization from "low-tech, low-touch" to "high-tech, high-touch" -- and deliver more value for every penny you spend.

About the Author

Philip Kotler (M.A., University of Chicago, Ph.D., M.I.T.) is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, Evanston, Illinois. He published his 12th edition of Marketing Management, the world’s leading textbook in teaching marketing to MBAs. He has also published Principles of Marketing, Strategic Marketing for Nonprofit Organizations, Marketing Places, Kotler on Marketing, Marketing Insights A to Z, Lateral Marketing, Social Marketing, Museum Strategies and Marketing, Standing Room Only, Corporate Social Responsibility, and several other books. His research covers strategic marketing, innovation, consumer marketing, business marketing, services marketing, distribution, e-marketing, and social marketing. He has been a consultant to IBM, Bank of America, Merck, General Electric, Honeywell, and many other companies. He has received honorary doctorate degrees from ten major universities here and abroad.

Nancy Lee, MBA, has more than 25 years of practical marketing experience in the public, private, and nonprofit sectors. This is the third book she has coauthored with Philip Kotler. She is an adjunct faculty member at the University of Washington and Seattle University where she teaches Marketing in the Public Sector, Social Marketing, and Marketing for Nonprofit Organizations. She is President of Social Marketing Services, Inc., founded in 1993, and consults with local, national, and international governmental agencies on strategic marketing planning, campaign development, and program evaluation. She is a frequent speaker at conferences, seminars, and workshops for public sector program managers and administrators.

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