公共部门的营销：改进性能的路标Marketing in the Public Sector:A Roadmap for Improved Performance
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作者： Philip Kotler, Nancy Lee 著
出 版 社： 上海科学技术文献出版社
出版时间： 2006-10-1字数：版次： 1页数： 332印刷时间： 2006/10/01开本： 16开印次： 1纸张： 胶版纸I S B N ： 9780131875159包装： 精装编辑推荐
作者简介：PHILIP KOTLERis S.C. Johnson DistinguishedProfessor of International Marketing at Northwestern's Kellogg School of Management.Hailed as the "foremost expert on the strategicpractice of marketing," he is author ofMarketing Management, the field's definitivetextbook (now in its 12th Edition) and 34other books. He and Nancy Lee wrote SocialMarketing and Corporate Social Responsibility.He has consulted with several major companiesand has received eleven honorary degrees.
内容简介
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.
目录
Acknowledgments
Part I Introduction
Chapter 1 Improving Public Sector Performance by Seizing Opportunities to Meet Citizen Needs
What Do Citizens Want and Get from P~blic
Agencies?
What Tools' Currently Used in the Private
Sector Can Mos't Benefit the Public Sector?
What Role Can Marketing Play in Improving
the Performance of Public Agerteies?
Going Fo'mvard
Chapter 2 Understanding the Marketing Mindset
Opening Story: The United States Postal
Service--A Work in Progress
The Marketing Mindset
Moving from Here
Part II Applying Marketing Tools to the
Public Sector
Chapter 3 Developing and Enhancing Popular Programs and Services
Opening Story: School Meal Revoh~tion in
the United Kingdom
Product: The First "T"
Summary
Chapter 4 Setting Motivating Prices, Incentives, and Disincentives
Opening Story: Click It or Ticket
Price: The Second "P"
Summary
Chapter 5 Optimizing Distribution Channels
Opening Story: HIV/AIDS in Nepal--Sarita
is Empowered to Buy Condoms When and
Where She Needs Them
Place: The Third "P"
Summary
Chapter 6 Creating and Maintaining a Desired Brand Identity
Opening Story: ENERGY STAR~--A Brand
Positioned to Help Protect the Planet
Branding in the Public Sector
Summary
Chapter 7 Communicating Effectively with Key Publics
Opening Story: Increasing Organ
Donation
Promotion: The Fourth "P'"
Developing Messages
Choosing Messengers
Selecting Communication Channels
Summary
Chapter 8 Improving Customer Service and Satisfaction
Opening Story: Phoenix Fire Department--
"A Peace Corps with a Tank of Water" Customer Service in the Public Sector
Benefits of Improved Customer
Satisfaction
……
Chapter9 Infuencing Postive Public Behaviors:Social Marketing
Chapter10 Forming Strategic Partnerships
PartIII Managing the Marketing Process
Chapter11 Gathering Citizen Data Input and Feedback
Chapter12 Monitoring and Evahuating Performance
Chapter13 Developing a Compelling Marketing Plan
References
About the Authors
Index
