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Marketing in the public sector



Discover how to use proven marketing thinking to supercharge the effectiveness of any government institution, public agency, or non-profit! Using scores of examples, renowned marketing consultant Dr. Philip Kotler and Nancy Lee introduce breakthrough techniques for promoting innovation, speed, efficiency, convenience, responsiveness, fairness, and citizen satisfaction. You'll begin by segmenting your markets; understanding the differing needs, interests, incomes, and access levels of each group; and setting the most effective service priorities within your limited resources. Next, you'll position your offerings so each of your target markets can discover them and recognize their benefits. Kotler and Lee walk you through carrying out all four core "tactical" marketing activities: defining product, price (if necessary), place, and promotion. Finally, they offer indispensable practical guidance on communications strategies for reaching your target markets as effectively as possible. Along the way, you'll find coverage of everything from strategic partnerships to measurement and feedback.Marketing in the Public Sector also includes a full chapter on influencing positive public behaviors through social marketing. From start to finish, this book will help you move your organization from "low-tech, low-touch" to "high-tech, high-touch" -- and deliver more value for every penny you spend.(cited from webcat.london.edu)


Ketersediaan

33843AZE/BA KotGeneral (General)Tersedia

Informasi Detil

Judul Seri
-
No. Panggil
AZE/BA Kot
Penerbit Wharton School Publishing : New Jersey.,
Deskripsi Fisik
xv, 332 p. : figs., tabs., index ; 24 cm.
Bahasa
English
ISBN/ISSN
0-13-187515-9
Klasifikasi
AZE/BA
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subyek
Info Detil Spesifik
-
Pernyataan Tanggungjawab

Versi lain/terkait

Tidak tersedia versi lain




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