Marketing in the Public Sector: A Roadmap for Improved PerformancePearson Education, 16 oct 2006 - 352 páginas Marketing in the Public Sector is a groundbreaking book written exclusively for governmental agencies. It offers dozens of marketing success stories from agencies of all types–from around the world–so that you can make a difference in your organization. World-renowned marketing expert Dr. Philip Kotler and social marketing consultant Nancy Lee show that marketing is far more than communications and has at its core a citizen-oriented mindset. You’ll become familiar with the marketing toolbox and come to understand how these tools can be used to engender citizen support for your agency, increase utilization of your products and services, influence positive public behaviors–even increase revenues and decrease operating costs. This book offers no-nonsense roadmaps on how to create a strong brand identity, gather citizen input, and evaluate your efforts. It presents a step-by-step model for developing a marketing plan, pulling the lessons of the entire book together into one, high-impact action plan. Simply put, this book empowers you to build the “high-tech, high-touch” agency of the future–and deliver more value for every penny you spend. |
Índice
Applying Marketing Tools to the Public Sector | |
The First P | |
Summary | |
Optimizing Distribution Channels | |
Creating and Maintaining a Desired Brand Identity | |
Social | |
Improving Customer Service and Satisfaction | |
Audiences Perform the Behavior | |
Forming Strategic Partnerships | |
Gathering Citizen Data Input and Feedback | |
Summary | |
Positioning | |
Monitoring and Evaluating Performance | |
References | |
Communicating Effectively with Key Publics | |
About the Authors | |
Otras ediciones - Ver todo
Marketing in the Public Sector: A Roadmap for Improved Performance Philip Kotler,Nancy Lee Vista de fragmentos - 2007 |
Marketing in the Public Sector: A Roadmap for Improved Performance Philip Kotler,Nancy Lee No hay ninguna vista previa disponible - 2006 |