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Marketing in the public sector : a roadmap for improved performance

Author: Philip Kotler; Nancy Lee
Publisher: Upper Saddle River, N.J. : Wharton School Pub., ©2007.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
World-renowned marketer, Philip Kotler and social marketing consultant Nancy Lee present the ultimate guide for professionals working in government institutions and not-for-profit companies.
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Additional Physical Format: Online version:
Kotler, Philip.
Marketing in the public sector.
Upper Saddle River, N.J. : Wharton School Pub., ©2007
(OCoLC)682378831
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Philip Kotler; Nancy Lee
ISBN: 0131875159 9780131875159 9780131875159 0137060866 9780137060863
OCLC Number: 69027652
Description: xv, 332 pages : illustrations ; 24 cm
Contents: Chapter 1. Improving public sector performance by seizing opportunities to meet citizen needs --
Chapter 2. Understanding the marketing mindset --
Chapter 3. Developing and enhancing popular programs and services --
Chapter 4. Setting motivating prices, incentives, and disincentives --
Chapter 5. Optimizing distribution channels --
Chapter 6. Creating and maintaining a desired brand identity --
Chapter 7. Communicating effectively with key publics --
Chapter 8. Improving customer service and satisfaction --
Chapter 9. Influencing positive public behaviors: social marketing --
Chapter 10. Forming strategic partnerships --
Chapter 11. Gathering citizen data, input, and feedback --
Chapter 12. Monitoring and evaluating performance --
Chapter 13. Developing a compelling marketing plan.
Responsibility: Philip Kotler, Nancy Lee.
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Abstract:

Filled with insights for people who want to communicate effectively about government programs. This work provides a planning framework for public sector officers engaged in various levels of  Read more...

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