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Government marketing : theory and practice

Author: Michael P Mokwa; Stephen E Permut; Yale University.; American Marketing Association.
Publisher: New York, N.Y. : Praeger Publishers, 1981.
Series: Praeger series in public and nonprofit sector marketing.
Edition/Format:   Book : Conference publication : EnglishView all editions and formats
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Material Type: Conference publication
Document Type: Book
All Authors / Contributors: Michael P Mokwa; Stephen E Permut; Yale University.; American Marketing Association.
ISBN: 027590685X 9780275906856
OCLC Number: 7197560
Notes: Collection of papers from the May 1979 workshop held at Yale University, co-sponsored by the American Marketing Association.
Description: xvi, 384 p. : ill. ; 25 cm.
Contents: Part I: Developing Perspective and Marketing Practice --
Marketing, the State, and Legitimacy / Frederick D. Sturdivant --
Government Marketing: An Inquiry into Theory, Process, and Perspective / Michael P. Mokwa --
Government Goods and Services: Characteristics and Concepts for Marketing Analysis / Thaddeus H. Spratlen --
An Innovation Adoption Perspective for Marketing in the Government / Dale D. Achabal and Robert W. Backoff --
Problems Applying Conventional Wisdom to Social Marketing Programs / Paul N. Bloom and William D. Novelli --
Part II: Exploring Government Programs --
Marketing and Manning the Military / A. J. Martin --
Marketing the National Food Stamp Program: Can A Public Welfare Program Be Run Like a Business? / S. Prakash Sethi --
An International Perspective on Public Sector Marketing / Christopher H. Locelock --
Comparative Public Sector Marketing: Contrasting Two Canadian Programs / J. A. Barnhill and Stanley J. Shapiro --
Causes of Mass Consumption-Related Societal Problems and the Role of Marketing in Fostering Solutions / Chris T. Allen --
The Role of Marketing in the Introduction of Consumer Products by Government / George Tesar --
The Situation Confronting Introduction of the Anthony Dollar / Claude R. Martin, Jr. --
Part III: Using Marketing Research --
Program Planning and Evaluation: A Citizen-Oriented Approach --
Sample Surveys as Feedback Mechanisms for Guiding Municipal-Level Decision Making / Peter J. May --
Estimating Population Parameters for the U.S. Postal Service: Methodological Issues in Developming and Using a New Sampling Frame / Muriel Converse, Steven G. Heeringa, and Maureen Kallick --
Consumer Research in the Federal Government / Kenneth L. Bernhardt --
Implications of Increased Government Regulations for the Quality and Relevance of Marketing Research / Yoram Wind --
The Characteristics of Knowledge: Corporate and Public Policy Insights / Rohit Deshpande and Gerald Zaltman --
Part IV: Extending Marketing Practice and Investigating the Consequences --
The Marketing of Laws as an Alternative to Enforcement / Sandra M. Huszagh, Frederick W. Huszagh, and Kevin B. Buice --
Using Marketing Techniques to Increase Immunization Levels: A Field Experiment / Gary T. Fod and Robert E. Spekman --
The Marketing Environment Review: Design, Implementation, and Applications for State Development Programming / Kenneth J. Roering and Ben M. Enis --
Government Marketing Through Public Service Advertising / Stephen J. Weber --
Governments as Marketers: Issues of Management and Public Policy / Ben M. Enis --
A Framework for Analyzing the Ethics of Marketing Interventions / Jerry I. Porras and Charles B. Weinberg
Series Title: Praeger series in public and nonprofit sector marketing.
Responsibility: edited by Michael P. Mokwa, Steven E. Permut.

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