公共部门的营销：改进性能的路标Marketing in the Public Sector:A Roadmap for Improved Performance 下载 pdf 百度网盘 epub 免费 2025 电子版 mobi 在线

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.

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

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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.

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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 public sector marketing and communications. Congratulations to Kotler and Lee for creating a book that is both educational and practical." Jim Mintz, Director, Centre of Excellence for Public Sector Marketing *Use time-tested marketing principles to increase citizen participation, compliance, and support *Leverage proven "4Ps" marketing tactics: optimize product, price, place, and promotion *Segment your markets, reach your clients where they are--and satisfy them *Influence positive behavior: 12 social marketing principles that work 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.