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.
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About the Author
Philip Kotler (M.A., University of Chicago, Ph.D., M.I.T.) is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, Evanston, Illinois. He published his 12th edition of Marketing Management, the world’s leading textbook in teaching marketing to MBAs. He has also published Principles of Marketing, Strategic Marketing for Nonprofit Organizations, Marketing Places, Kotler on Marketing, Marketing Insights A to Z, Lateral Marketing, Social Marketing, Museum Strategies and Marketing, Standing Room Only, Corporate Social Responsibility, and several other books. His research covers strategic marketing, innovation, consumer marketing, business marketing, services marketing, distribution, e-marketing, and social marketing. He has been a consultant to IBM, Bank of America, Merck, General Electric, Honeywell, and many other companies. He has received honorary doctorate degrees from ten major universities here and abroad.
Nancy Lee, MBA, has more than 25 years of practical marketing experience in the public, private, and nonprofit sectors. This is the third book she has coauthored with Philip Kotler. She is an adjunct faculty member at the University of Washington and Seattle University where she teaches Marketing in the Public Sector, Social Marketing, and Marketing for Nonprofit Organizations. She is President of Social Marketing Services, Inc., founded in 1993, and consults with local, national, and international governmental agencies on strategic marketing planning, campaign development, and program evaluation. She is a frequent speaker at conferences, seminars, and workshops for public sector program managers and administrators.
Table of Contents
PART I INTRODUCTION 1
Chapter 1 Improving Public Sector Performance by Seizing Opportunities to Meet Citizen Needs 3
Chapter 2 Understanding the Marketing Mindset 15
PART II APPLYING MARKETING TOOLS TO THE PUBLIC SECTOR 39
Chapter 3 Developing and Enhancing Popular Programs and Services 41
Chapter 4 Setting Motivating Prices, Incentives, and Disincentives 65
Chapter 5 Optimizing Distribution Channels 87
Chapter 6 Creating and Maintaining a Desired Brand Identity 107
Chapter 7 Communicating Effectively with Key Publics 133
Chapter 8 Improving Customer Service and Satisfaction 163
Chapter 9 Influencing Positive Public Behaviors: Social Marketing 187
Chapter 10 Forming Strategic Partnerships 215
PART III MANAGING THE MARKETING PROCESS 243
Chapter 11 Gathering Citizen Data, Input, and Feedback 245
Chapter 12 Monitoring and Evaluating Performance 261
Chapter 13 Developing a Compelling Marketing Plan 277
About the Authors 309