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Marketing in the Public Sector (paperback): A Roadmap for Improved Performance

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Marketing in the Public Sector (paperback): A Roadmap for Improved Performance


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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
    • Dimensions: 6-1/4" x 9-1/4"
    • Pages: 352
    • Edition: 1st
    • Book
    • ISBN-10: 0-13-706086-6
    • ISBN-13: 978-0-13-706086-3

    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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    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


    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


    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


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