Home > Store

Marketing in the Public Sector: A Roadmap for Improved Performance

Register your product to gain access to bonus material or receive a coupon.

Marketing in the Public Sector: A Roadmap for Improved Performance

Premium Website

  • Sorry, this book is no longer in print.
Not for Sale

About

Features

Techniques tailored for government and non-profits: how to drive innovation, responsiveness and citizen satisfaction!

  • From the world's best-known and highly respected marketer, Phil Kotler.
  • Goes beyond the 4 P's -optimizing product, price, place, and promotion - to help government and non-profit agencies implement current marketing techniques.
  • Rich examples from public sector agencies across the globe, this toolbox will help reach constituents where they are, delight them, and raise the bar.
  • Description

    • Copyright 2007
    • Edition: 1st
    • Premium Website
    • ISBN-10: 0-13-187515-9
    • ISBN-13: 978-0-13-187515-9
    • eBook (Watermarked)
    • ISBN-10: 0-13-234012-7
    • ISBN-13: 978-0-13-234012-0

    Praise for Marketing in the Public Sector

    “Professionally, as an academic turned politician, this book–if published a few years earlier–would have made my life much simpler. 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.”

    Somkid Jatusripitak, Ph.D., Deputy Prime Minister
    and Minister of Commerce, Royal Thai Government

    “This book is filled with insights for people who want to communicate effectively about government programs, but it should also be on the bookshelf of any government manager who needs to think creatively about how to improve customer service. Every page contains information and ideas that public-sector leaders can, and should, put in their management tool kits.”

    Christine O. Gregoire, Governor, Washington State

    “Increasingly, public sector managers have been challenged to ‘do more with less.’ Marketing in the Public Sector demonstrates that marketing is not simply another line-item expense, but rather a set of tools that help public servants allocate resources more effectively and efficiently. The book is chock-full of real-world stories of creative marketers working within diverse organizations, all of whom have come to understand that marketing is not simply advertising or persuasion, but rather a mindset.”

    E. Marla Felcher, Ph.D., Adjunct Lecturer in Public Policy,
    John F. Kennedy School of Government, Harvard University

    “Kotler and Lee are teaching governments to motivate by invitation rather than intimidation. Instead of complaint and reaction, they work to create a culture of contagious cooperation that can replace rulemaking with social consensus. This is a practical manual for un-clogging hearing rooms, cooling tempers, and putting government back on the side of the people who pay for it.”

    Dave Ross, CBS News Commentator

    Marketing in the Public Sector provides an excellent planning framework for public sector officers engaged in all levels of marketing and communications. Showcasing real-world examples, it successfully demonstrates the marriage of commercial marketing concepts into public sector practice.”

    Dr. K Vijaya, Director, Corporate Marketing & Communications,
    Health Promotion Board, Singapore

    “Public sector organizations are now faced with an urgent need to stand out from the crowd in order to successfully compete for funding, talent, and influence. Philip Kotler and Nancy Lee have written a unique, practical, and timely book containing comprehensive guidelines and cases that those involved in the marketing of public sector organizations will find absorbing and most useful.”

    Paul Temporal, Group Managing Director, Temporal Brand
    Consulting, Author of Public Sector Branding in Asia

    “Every day, professionals in the public sector deliver thousands of programs and services in increasingly demanding environments. This book is a ‘must read’ and a standard reference for every public servant engaged in p

    Sample Content

    Online Sample Chapters

    Improving Public Sector Performance by Seizing Opportunities to Meet Citizen Needs

    Meeting The Triple Bottom Line: How to Make Everyone Happy and Still Make Your Numbers

    Downloadable Sample Chapter

    Download the sample chapter

    Table of Contents

    Acknowledgments  xv

    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

    References  291

    About the Authors  309

    Index  311

    Updates

    Submit Errata

    More Information

    InformIT Promotional Mailings & Special Offers

    I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.

    Overview


    Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

    This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

    Collection and Use of Information


    To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

    Questions and Inquiries

    For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

    Online Store

    For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.

    Surveys

    Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

    Contests and Drawings

    Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.

    Newsletters

    If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

    Service Announcements

    On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

    Customer Service

    We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

    Other Collection and Use of Information


    Application and System Logs

    Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

    Web Analytics

    Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

    Cookies and Related Technologies

    This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

    Do Not Track

    This site currently does not respond to Do Not Track signals.

    Security


    Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.

    Children


    This site is not directed to children under the age of 13.

    Marketing


    Pearson may send or direct marketing communications to users, provided that

    • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
    • Such marketing is consistent with applicable law and Pearson's legal obligations.
    • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
    • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

    Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

    Correcting/Updating Personal Information


    If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.

    Choice/Opt-out


    Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

    Sale of Personal Information


    Pearson does not rent or sell personal information in exchange for any payment of money.

    While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

    Supplemental Privacy Statement for California Residents


    California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

    Sharing and Disclosure


    Pearson may disclose personal information, as follows:

    • As required by law.
    • With the consent of the individual (or their parent, if the individual is a minor)
    • In response to a subpoena, court order or legal process, to the extent permitted or required by law
    • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
    • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
    • To investigate or address actual or suspected fraud or other illegal activities
    • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
    • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
    • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.

    Links


    This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

    Requests and Contact


    Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

    Changes to this Privacy Notice


    We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

    Last Update: November 17, 2020