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Marketing in the public sector

Author: Kotler, Philip Publisher: Prentice Hall, 2007.Language: EnglishDescription: 332 p. ; 23 cm.ISBN: 0131875159Type of document: BookBibliography/Index: Includes index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Main Collection
Print HF5415.2 .K68 2007
(Browse shelf)
Available 900172349
Total holds: 0

Includes index


Marketing in the public sector Marketing in the public CONTENTS Acknowledgments Part I xv Introduction 1 Chapter 1 Improving Public Sector Performance by Seizing Opportunities to Meet Citizen Needs 3 What Do Citizens Want and Getfrom Public Agencies? 6 What Took Currently Used in the Private Sector Can Most B@t the Public Sand 7 What Role Can Marketing Play in lmprouing the Pe?formance of Public Agencies? 10 Going Forward 11 Chapter 2 Understanding the Marketing Mindset 15 Opening Story: The United States Postal Service-A Work in Progress 17 The Marketing Mindset 24 Movingfrom Here 38 Part I1 Applying Marketing Tools to the Public Sector 39 Chapter 3 Developing and Enhancing Popular Programs and Services 41 Opening Story: School Meal Revolution in the United Kingdom 42 Product: The First " P 46 Summary 63 Chapter 4 Setting Motivating Prices, Incentives, and Disincentives 65 Opening Story: Click It or Ticket 66 Price: The Second "P" 69 Summary 85 Optimizing Distribution Channels 87 Opening Story: HN/AIDS in Nepal-Sarita is Empowered to Buy Condoms When and Where She Needs Them 88 Place: The Third " P 92 Summary 105 Creating and Maintaining a Desired Brand Identity 107 Opening Story: ENERGY STARB-A Brand Positioned to Help Protect the Planet 108 Branding in the Public Sector 113 Summary 131 Communicating Effectively with Key Publics 133 Opening Story: Increasing Organ Donation 134 Promotion: The Fourth " P 138 Developing Messages 139 Choosing Messengers 146 Selecting Communication Channels 149 Summary 161 Improving Customer Service and Satisfaction 163 Opening Story: Phoenix Fire Department"A Peace Corps with a Tank of Water" 165 Customer Seroice in the Public Sector 169 Benefits of Improved Customer Satisfaction 170 Chapter 5 Chapter 6 Chapter 7 Chapter 8 MARKETING THE PUBLIC IN SECTOR Practices to Support Customer Satisfaction 174 Summary 183 Chapter 9 Influencing Positive Public Behaviors: Social Marketing 187 Opening S t o y : From "Fat to Fit" in Finland 188 Social Marketing in the Public Sector 191 Principle #I: Take Advantage of Prior and Existing Successful Campaigns 193 Principle #2: Start with Target Markets Most Ready for Action 195 Principle #3: Promote Single, Simple, Doable Behuviors-One at a Time 196 Principle #4: Zdentifij and Remove Barriers to Behavior Change 197 Principle #5: Bring Real Ben4ts into the Present 199 Principle #6: Highlight Costs of Competing Behaviors 201 Principle #7: Promote a Tangible Object or Seroice to Help Target Audiences Perform the Behavior 202 Principle #8: Consider Nonmonetay Incentives in the Form of Recognition and Appreciation 203 Principle #9: Have a Little Fun with Messages 205 Principle #lo: Use Media Channels at the Point of Decision Making 206 Principle #11: Get Commitments and Pledges 207 Principle #12: Use Prompts for Sustainability 209 Applications Upstream 211 Sumrnay 212 Chapter 10 Forming Strategic Partnerships 215 Opening Stoy: Improving Jordan's Water Problems-For the People, By the People, Through Partnerships 21 6 Benefits of Strategic Partnerships 220 Partnerships with the Private Sector 222 Partnerships with the Nonprofit Sector 230 Partnerships between Governmental Agencies 236 Dificulties and Risks in Partnerships 237 A Marketing Approach to Winning Great Partners and Reducing Risks 238 Summary 242 Part I11 Managing the Marketing Process 243 Chapter 11 Gathering Citizen Data, Input, and Feedback 245 Opening Stoy: Building a Healthy Nation through Research in South Africa 246 Marketing Research in the Public Sector 249 Research Dejlned by When I t Is Conducted 250 Research Defined by Source of Information 251 Research De3ned by Technique 253 Steps in the Research Process 255 A Word about Low-Cost Research 259 Summary 260 Chapter 12 Monitoring and Evaluating Performance 261 Opening Stoy: An Environmental Behavior Index-Helping to Quantify What Happened and Decide What to Do Next 262 Measuring Marketing Performance 265 Why Are You Conducting This Measurement and for Whom? 267 What Are You Measuring? 268 How Will You Measure? 272 When Will You Measure? 273 How Much Will It Cost? 274 Summuy 274 Chapter 13 Developing a Compelling Marketing Plan 277 Opening Stoy: New York City Marketing Starts Spreading the News 278 Marketing Planning in the Public Sector 281 Marketing Objectives and Coals 284 Target Audience 285 Positioning 286 Marketing Mix 286 Evaluation Plan 288 Budget 289 Implementation Plan 289 Summary 290 References 291 About the Authors 309

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