Marketing in the Public Sector: A Roadmap for Improved Performance

About this book

Marketing in the Public Sectoris a groundbreaking book written exclusively for governmental agencies. It offers dozens of marketing success stories from agencies of all typesfrom around the worldso 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. Youll 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 behaviorseven 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 futureand deliver more value for every penny you spend.