Marketing in the Public Sector
The target audience for this particular book is government agencies. Inside you will find tools to get citizens involved with and supporting your agency, using your products and services, and how to influence public behaviors. The authors also include specific roadmaps to creating brand identity, gathering citizen input, and evaluating the results of your efforts. One of the better sections includes a how-to model for building an organization that is both high-tech and high-touch.
The book focuses on all levels of government agencies from the public servant trying to allocate scarce resources to governmental units trying to create social consensus to get things done. Loaded with lots of examples, Marketing in the Public Sector is required reading for governmental agencies.
Authors: Philip Kotler, Nancy Lee
Publisher: Wharton School Publishing
Pearson Education, Inc.
One Lake Street
Upper Saddle River, NJ 07458
Copyright: 2006
ISBN: 0131875159
Pages: 290 plus references and index
Price: $34.99