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Marketing in the Public Sector A Roadmap for Improved Performance 1st Edition by Philip Kotler, Nancy Lee ISBN 0131875159 9780131875159

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Marketing in the public sector a roadmap for improved performance 3. print Edition Kotler Digital Instant Download

Author(s): Kotler, Philip;Lee, Nancy R
ISBN(s): 9780131875159, 0131875159
Edition: 3. print
File Details: PDF, 4.07 MB
Year: 2006
Language: english
SKU: EB-22041648 Category: Tags: , , ,

Marketing in the Public Sector A Roadmap for Improved Performance 1st Edition by Philip Kotler, Nancy Lee – Ebook PDF Instant Download/Delivery: 0131875159, 9780131875159
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ISBN 10: 0131875159 
ISBN 13: 9780131875159
Author: Philip Kotler, Nancy Lee

Marketing in the Public Sectoris 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.

Marketing in the Public Sector A Roadmap for Improved Performance 1st Table of contents:

Part I: Introduction

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

  • Chapter 2 – Understanding the Marketing Mindset

Part II: Applying Marketing Tools to the Public Sector

  • 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

Part III: Managing the Marketing Process

  • Chapter 11 – Gathering Citizen Data, Input, and Feedback

  • Chapter 12 – Monitoring and Evaluating Performance

  • Chapter 13 – Developing a Compelling Marketing Plan

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Tags: Philip Kotler, Nancy Lee, Public Sector, Roadmap