Marketing in the public sector: a roadmap for improved performance
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Upper Saddle River, N.J.
Wharton School Publ.
2007
|
| Edition: | 1. print. |
| Subjects: | |
| Online Access: | Table of contents only Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references and index |
| Physical Description: | XV, 332 S. Ill., graph. Darst. |
| ISBN: | 0131875159 |
Staff View
MARC
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| 245 | 1 | 0 | |a Marketing in the public sector |b a roadmap for improved performance |c Philip Kotler ; Nancy Lee |
| 250 | |a 1. print. | ||
| 264 | 1 | |a Upper Saddle River, N.J. |b Wharton School Publ. |c 2007 | |
| 300 | |a XV, 332 S. |b Ill., graph. Darst. | ||
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| 500 | |a Includes bibliographical references and index | ||
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| 650 | 4 | |a Administration publique - Participation des citoyens | |
| 650 | 4 | |a Administration publique - Productivité | |
| 650 | 4 | |a Government productivity | |
| 650 | 4 | |a Public administration |x Citizen participation | |
| 650 | 4 | |a Administrative agencies |x Management | |
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Record in the Search Index
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|---|---|
| adam_text | Contents
Acknowledgments xv
Fart I Introduction 1
Chapter 1 Improving Public Sector Performance
by Seizing Opportunities to Meet
Citizen Needs 3
What Do Citizens Want and Get from Public
Agencies? 6
What Took Currently Used in the Private
Sector Can Most Benefit the Public Sector? 7
What Role Can Marketing Play in Improving
the Performance 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
Moving from Here 38
Part II 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
ix
x Contents
Chapter 4 Setting Motivating Prices, Incentives, and
Disincentives 65
Opening Story: Click It or Ticket 66
Price: The Second P 69
Summary 85
Chapter 5 Optimizing Distribution Channels 87
Opening Story: HFV/AIDS in Nepal—Santa
is Empowered to Buy Condoms When and
Where She Needs Them 88
Place: The Third P 92
Summary 105
Chapter 6 Creating and Maintaining a Desired
Brand Identity 107
Opening Story: ENERGY STAR®—A Brand
Positioned to Help Protect the Planet 108
Branding in the Public Sector 113
Summary 131
Chapter 7 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
Chapter 8 Improving Customer Service and
Satisfaction 163
Opening Story: Phoenix Fire Department—
A Peace Corps with a Tank of Water 165
Customer Service in the Public Sector 169
Benefits of Improved Customer
Satisfaction 170
Marketing in the Public Sector xi
Practices to Support Customer
Satisfaction 174
Summary 183
Chapter 9 Influencing Positive Public Behaviors:
Social Marketing 187
Opening Story: From Fat to Fit in
Finland 188
Social Marketing in the Public Sector 191
Principle #1: 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
Behaviors—One at a Time 196
Principle #4: Identify and Remove Barriers
to Behavior Change 197
Principle #5: Bring Real Benefits
into the Present 199
Principle #6: Highlight Costs of Competing
Behaviors 201
Principle #7: Promote a Tangible Object or
Service to Help Target Audiences Perform
the Behavior 202
Principle #8: Consider Nonmonetary
Incentives in the Form of Recognition
and Appreciation 203
Principle #9: Have a Little Fun
with Messages 205
Principle #10: 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
Summary 212
xjj Contents
Chapter 10 Forming Strategic Partnerships 215
Opening Story: Improving Jordan s Water
Problems—For the People, By the People,
Through Partnerships 216
Benefits of Strategic Partnerships 220
Partnerships with the Private Sector 222
Partnerships with the Nonprofit Sector 230
Partnerships between Governmental
Agencies 236
Difficulties and Risks in Partnerships 237
A Marketing Approach to Winning Great
Partners and Reducing Risks 238
Summary 242
Part III Managing the Marketing Process 243
Chapter 11 Gathering Citizen Data, Input, and
Feedback 245
Opening Story: Building a Healthy Nation
through Research in South Africa 246
Marketing Research in the Public Sector 249
Research Defined by When It Is
Conducted 250
Research Defined by Source of
Information 251
Research Defined 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 Story: 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
Marketing in the Public Sector xiii
What Are You Measuring? 268
How Will You Measure? 272
When Will You Measure? 273
How Much Will It Cost? 274
Summary 274
Chapter 13 Developing a Compelling
Marketing Plan 277
Opening Story: New York City Marketing
Starts Spreading the News 278
Marketing Planning in the Public Sector 281
Marketing Objectives and Goals 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
Index 311
|
| adam_txt |
Contents
Acknowledgments xv
Fart I Introduction 1
Chapter 1 Improving Public Sector Performance
by Seizing Opportunities to Meet
Citizen Needs 3
What Do Citizens Want and Get from Public
Agencies? 6
What Took Currently Used in the Private
Sector Can Most Benefit the Public Sector? 7
What Role Can Marketing Play in Improving
the Performance 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
Moving from Here 38
Part II 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
ix
x Contents
Chapter 4 Setting Motivating Prices, Incentives, and
Disincentives 65
Opening Story: Click It or Ticket 66
Price: The Second "P" 69
Summary 85
Chapter 5 Optimizing Distribution Channels 87
Opening Story: HFV/AIDS in Nepal—Santa
is Empowered to Buy Condoms When and
Where She Needs Them 88
Place: The Third "P" 92
Summary 105
Chapter 6 Creating and Maintaining a Desired
Brand Identity 107
Opening Story: ENERGY STAR®—A Brand
Positioned to Help Protect the Planet 108
Branding in the Public Sector 113
Summary 131
Chapter 7 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
Chapter 8 Improving Customer Service and
Satisfaction 163
Opening Story: Phoenix Fire Department—
"A Peace Corps with a Tank of Water" 165
Customer Service in the Public Sector 169
Benefits of Improved Customer
Satisfaction 170
Marketing in the Public Sector xi
Practices to Support Customer
Satisfaction 174
Summary 183
Chapter 9 Influencing Positive Public Behaviors:
Social Marketing 187
Opening Story: From "Fat to Fit" in
Finland 188
Social Marketing in the Public Sector 191
Principle #1: 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
Behaviors—One at a Time 196
Principle #4: Identify and Remove Barriers
to Behavior Change 197
Principle #5: Bring Real Benefits
into the Present 199
Principle #6: Highlight Costs of Competing
Behaviors 201
Principle #7: Promote a Tangible Object or
Service to Help Target Audiences Perform
the Behavior 202
Principle #8: Consider Nonmonetary
Incentives in the Form of Recognition
and Appreciation 203
Principle #9: Have a Little Fun
with Messages 205
Principle #10: 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
Summary 212
xjj Contents
Chapter 10 Forming Strategic Partnerships 215
Opening Story: Improving Jordan's Water
Problems—For the People, By the People,
Through Partnerships 216
Benefits of Strategic Partnerships 220
Partnerships with the Private Sector 222
Partnerships with the Nonprofit Sector 230
Partnerships between Governmental
Agencies 236
Difficulties and Risks in Partnerships 237
A Marketing Approach to Winning Great
Partners and Reducing Risks 238
Summary 242
Part III Managing the Marketing Process 243
Chapter 11 Gathering Citizen Data, Input, and
Feedback 245
Opening Story: Building a Healthy Nation
through Research in South Africa 246
Marketing Research in the Public Sector 249
Research Defined by When It Is
Conducted 250
Research Defined by Source of
Information 251
Research Defined 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 Story: 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
Marketing in the Public Sector xiii
What Are You Measuring? 268
How Will You Measure? 272
When Will You Measure? 273
How Much Will It Cost? 274
Summary 274
Chapter 13 Developing a Compelling
Marketing Plan 277
Opening Story: New York City Marketing
Starts Spreading the News 278
Marketing Planning in the Public Sector 281
Marketing Objectives and Goals 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
Index 311 |
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| id | DE-604.BV022235173 |
| illustrated | Illustrated |
| index_date | 2024-07-02T16:33:51Z |
| indexdate | 2024-07-09T20:53:00Z |
| institution | BVB |
| isbn | 0131875159 |
| language | English |
| lccn | 2006015053 |
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| spelling | Kotler, Philip 1931- Verfasser (DE-588)121409600 aut Marketing in the public sector a roadmap for improved performance Philip Kotler ; Nancy Lee 1. print. Upper Saddle River, N.J. Wharton School Publ. 2007 XV, 332 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Administration publique - Gestion Administration publique - Participation des citoyens Administration publique - Productivité Government productivity Public administration Citizen participation Administrative agencies Management Leistungssteigerung (DE-588)4167306-2 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Öffentlicher Sektor (DE-588)4056673-0 gnd rswk-swf Bürgernahe Verwaltung (DE-588)4008788-8 gnd rswk-swf Öffentlicher Sektor (DE-588)4056673-0 s Marketing (DE-588)4037589-4 s Leistungssteigerung (DE-588)4167306-2 s Bürgernahe Verwaltung (DE-588)4008788-8 s 1\p DE-604 Lee, Nancy Verfasser aut http://www.loc.gov/catdir/toc/ecip0613/2006015053.html Table of contents only HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015446189&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Kotler, Philip 1931- Lee, Nancy Marketing in the public sector a roadmap for improved performance Administration publique - Gestion Administration publique - Participation des citoyens Administration publique - Productivité Government productivity Public administration Citizen participation Administrative agencies Management Leistungssteigerung (DE-588)4167306-2 gnd Marketing (DE-588)4037589-4 gnd Öffentlicher Sektor (DE-588)4056673-0 gnd Bürgernahe Verwaltung (DE-588)4008788-8 gnd |
| subject_GND | (DE-588)4167306-2 (DE-588)4037589-4 (DE-588)4056673-0 (DE-588)4008788-8 |
| title | Marketing in the public sector a roadmap for improved performance |
| title_auth | Marketing in the public sector a roadmap for improved performance |
| title_exact_search | Marketing in the public sector a roadmap for improved performance |
| title_exact_search_txtP | Marketing in the public sector a roadmap for improved performance |
| title_full | Marketing in the public sector a roadmap for improved performance Philip Kotler ; Nancy Lee |
| title_fullStr | Marketing in the public sector a roadmap for improved performance Philip Kotler ; Nancy Lee |
| title_full_unstemmed | Marketing in the public sector a roadmap for improved performance Philip Kotler ; Nancy Lee |
| title_short | Marketing in the public sector |
| title_sort | marketing in the public sector a roadmap for improved performance |
| title_sub | a roadmap for improved performance |
| topic | Administration publique - Gestion Administration publique - Participation des citoyens Administration publique - Productivité Government productivity Public administration Citizen participation Administrative agencies Management Leistungssteigerung (DE-588)4167306-2 gnd Marketing (DE-588)4037589-4 gnd Öffentlicher Sektor (DE-588)4056673-0 gnd Bürgernahe Verwaltung (DE-588)4008788-8 gnd |
| topic_facet | Administration publique - Gestion Administration publique - Participation des citoyens Administration publique - Productivité Government productivity Public administration Citizen participation Administrative agencies Management Leistungssteigerung Marketing Öffentlicher Sektor Bürgernahe Verwaltung |
| url | http://www.loc.gov/catdir/toc/ecip0613/2006015053.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015446189&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT kotlerphilip marketinginthepublicsectoraroadmapforimprovedperformance AT leenancy marketinginthepublicsectoraroadmapforimprovedperformance |