Every society needs a public sector to perform services that are critical to its interest that neither the private nor the nonprofit sectors want to handle. Since such operations are carried on at a great cost to its citizens, they request them to be conducted efficiently and effectively. Accordingly, the public sector needs to improve its performance in order to raise public satisfaction, thus it should adopt tools successfully applied by the private sector. Although many are claiming that government operations are inherently different, these differences are often exaggerated and should not be used as an excuse for inefficiency or ineffectiveness.
"This book lays out, in detail with concrete examples, how to conduct a grand plan for change. Particularly impressive is the application of different marketing principles along each step of the transition process toward establishing an efficient service-oriented governmental agency."The ACM Digital Library
" In this adaptation from Marketing in the Public Sector: A Roadmap for Improved Performance, Philip Kotler and Nancy Lee give you a detailed, sequential process to develop your own marketing plan, step by step." Financal Times Press
Dedicated to the elimination of myths and misconceptions from the marketing process; those are the first words written by Al Ries and Jack Trout, as a prelude to a business classic book that has long since influenced marketing thought forever. Right from the very beginning, this book touches a nerve when
The Effective Public Manager offers public administrators and students a classic resource and a highly-accessible guide to the fundamentals of leading and managing public organizations. The authors cover the key areas of the field and present in-depth analysis through the strategic use of fresh case studies and real-world examples. The book
You are your small business and your small business is you. You are the brand. Clients are buying you. You are the main force behind your business. You are the one doing the work for your clients, and while you may have an assistant, or a contractor who helps you, you
Imagine that you are standing in the middle of the cereal section of your local supermarket. Your job is to select a cereal you’ve never tried before, ideally one you’ll end up enjoying. How would you go about doing it? If you happen to be someone who has eaten cereal on a
A new market might cannibalize some of the old, but it also expands overall consumption—cars significantly hurt the makers of buggy whips, but they greatly expanded the use of transportation. If fighting competitors for share is a zero-sum game, new markets are about positive sums that create economic growth. New markets are
Political marketing is about how political elites use marketing tools and concepts to understand, respond to, involve and communicate with their political market in order to achieve their goals. These goals can include–in addition to getting votes to be elected–creating more understanding of a complex policy, passing legislation, and winning control
Distribution planning also includes consideration of the impact of hours and days of the week you are operating on your agency's costs, as well as citizens' participation and satisfaction.
The primary function of a brand is to identify the maker or seller of a product, service, places, and ideas.
Marketing communications are used to inform, educate, and often persuade a target market about a desirable behavior.
In the public sector, price is not just related to fees paid, it is also reflected in monetary disincentives and monetary incentives.
Recent researchers argued that businesses must adopt a “shared value” mindset that seeks out and capitalizes on business opportunities to create “economic value in a way that also creates value for society by addressing its needs and challenges.” They criticize most companies for being “stuck in a social responsibility mindset in