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Part II. Applying Marketing Tools to the Public Sector
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Part II. Applying Marketing Tools to the Public Sector
by Nancy Lee, Philip Kotler
Marketing in the Public Sector: A Roadmap for Improved Performance
Praise for Marketing in the Public Sector
Title Page
Copyright Page
Contents
Acknowledgments
Part I. Introduction
Chapter 1. Improving Public Sector Performance by Seizing Opportunities to Meet Citizen Needs
Chapter 2. Understanding the Marketing Mindset
Part II. Applying Marketing Tools to the Public Sector
Chapter 3. Developing and Enhancing Popular Programs and Services
Chapter 4. Setting Motivating Prices, Incentives, and Disincentives
Chapter 5. Optimizing Distribution Channels
Chapter 6. Creating and Maintaining a Desired Brand Identity
Chapter 7. Communicating Effectively with Key Publics
Chapter 8. Improving Customer Service and Satisfaction
Chapter 9. Influencing Positive Public Behaviors: Social Marketing
Chapter 10. Forming Strategic Partnerships
Part III. Managing the Marketing Process
Chapter 11. Gathering Citizen Data, Input, and Feedback
Chapter 12. Monitoring and Evaluating Performance
Chapter 13. Developing a Compelling Marketing Plan
References
About the Authors
Index
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Chapter 2. Understanding the Marketing Mindset
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Chapter 3. Developing and Enhancing Popular Programs and Services
Part II. Applying Marketing Tools to the Public Sector
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