Marketing in the Public Sector: A Roadmap for Improved Performance

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

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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

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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

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

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