Marketing In The Public Sector

Author : Martial Pasquier,Jean-Patrick Villeneuve
Publisher : Routledge
Page : 354 pages
File Size : 50,6 Mb
Release : 2012-03-12
Category : Business & Economics
ISBN : 9781136504594

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Marketing Management and Communications in the Public Sector by Martial Pasquier,Jean-Patrick Villeneuve Pdf

The fields of marketing and communication have become increasingly important for modern public administrations in recent years but the focus on these subjects has been geared mainly towards the generation of outputs, leaving somewhat behind the analysis and deeper reflections on the impact they make and their limitations. This book provides a thorough overview of the major concepts in marketing and communication which is done by utilizing an exclusive and decisive public-sector approach, with an unambiguous international outlook. The possibilities and limits of the application of marketing and communication, from strategic aspects to the more concrete questions of instruments and implementation, are discussed and if the realities of the public sector are the key to any understanding of marketing and communication, the international scene is the only possible ground to do this in. Aided by a multitude of pedagogical features, Marketing Management and Communications in the Public Sector is a key read for all students, practitioners and scholars working or studying in this field.

Author : Nancy R. Lee,Philip T. Kotler
Publisher : Pearson Education
Page : 465 pages
File Size : 42,8 Mb
Release : 2006-10-16
Category : Business & Economics
ISBN : 9780132716222

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Marketing in the Public Sector by Nancy R. Lee,Philip T. Kotler Pdf

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.

Author : Seymour H. Fine
Publisher : Routledge
Page : 384 pages
File Size : 42,9 Mb
Release : 2017-07-12
Category : Business & Economics
ISBN : 9781351506830

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Marketing the Public Sector by Seymour H. Fine Pdf

The administrative officers of public and nonprofit organizations have become increasingly interested in marketing techniques during the 1990s. They reason that if commercial marketing methods can successfully move merchandise across the retail counter, those same techniques should be capable of creating a demand for such "social products" as energy conservation, women's rights, military enlistment, or day-care centers. The goal of this volume is to provide social sector executives with practical and effective guidelines on how to harness the power of marketing in order to improve service to their constituencies. Marketing the Public Sector builds upon two decades of research in social marketing and represents the current state of the art. The authors demonstrate how the principles developed in earlier studies can be applied in actual situations. Included here are case studies of marketing plans prepared for hospitals, political campaigns, Third World social change, and community foundations that proved to be as effective as those in the private sector. The case study approach is effectively supplemented by theoretical chapters that define first principles in essential matters such as product management, value determination, advertising, and analysis of market performance. This amalgamation of theory and application is suitable to middle-range social marketing sizes as well as full-scale projects that large agencies might undertake. The problems differ only in magnitude; no organization is too small or too large to adopt a consumer orientation. Marketing the Public Sector is not only a guide to marketing; it is also about communication, social change, propaganda, and education. It will be of great interest to sociologists; public sector administrators; and specialists in communications, public relations, fund-raising, and community affairs.

Author : Olivier Serrat
Publisher : Springer
Page : 1098 pages
File Size : 45,6 Mb
Release : 2017-05-22
Category : Business & Economics
ISBN : 9789811009839

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Knowledge Solutions by Olivier Serrat Pdf

This book is open access under a CC BY-NC 3.0 IGO license. This book comprehensively covers topics in knowledge management and competence in strategy development, management techniques, collaboration mechanisms, knowledge sharing and learning, as well as knowledge capture and storage. Presented in accessible “chunks,” it includes more than 120 topics that are essential to high-performance organizations. The extensive use of quotes by respected experts juxtaposed with relevant research to counterpoint or lend weight to key concepts; “cheat sheets” that simplify access and reference to individual articles; as well as the grouping of many of these topics under recurrent themes make this book unique. In addition, it provides scalable tried-and-tested tools, method and approaches for improved organizational effectiveness. The research included is particularly useful to knowledge workers engaged in executive leadership; research, analysis and advice; and corporate management and administration. It is a valuable resource for those working in the public, private and third sectors, both in industrialized and developing countries.

Author : Tony Proctor
Publisher : Pearson Higher Ed
Page : 245 pages
File Size : 48,9 Mb
Release : 2007-07-30
Category : Business & Economics
ISBN : 9781408250341

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Public Sector Marketing e book by Tony Proctor Pdf

Public Sector Marketing examines the role of marketing in public organizations, from planning through execution and evaluation. It looks at marketing from the perspective of creating value for different organisational stakeholders. The book examines specific applications for public sector organisations such as local government in the context of leisure, culture and the arts, regeneration, education and social services. The main theme of the book is creating value for stakeholders through a philosophy based on setting a vision, creating and communicating the values and establishing a culture.

Author : Martial Pasquier,Jean-Patrick Villeneuve
Publisher : Routledge
Page : 296 pages
File Size : 53,5 Mb
Release : 2017-08-18
Category : Business & Economics
ISBN : 9781317222606

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Marketing Management and Communications in the Public Sector by Martial Pasquier,Jean-Patrick Villeneuve Pdf

This updated edition of Marketing Management and Communications in the Public Sector provides a thorough overview of the major concepts in public sector marketing and communications, two fields that have continued to grow in importance for modern public administrations. With extended coverage of topics such as social marketing and institutional communication, the authors skilfully build on the solid foundations laid down in the previous edition. Replete with real-world case studies and examples, including new material from the USA, Australia, and Asia, this book gives students a truly international outlook. Additional features include exercises and discussion questions in each chapter and an illustrative extended case study. This refreshed text is essential reading for postgraduate students on public management degrees, and aspiring or current public managers. The Open Access version of this book, available at http://www.taylorfrancis.com/books/e/9781315622309, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license.

Author : Damianos P. Sakas,Dimitrios K. Nasiopoulos
Publisher : Springer
Page : 275 pages
File Size : 43,5 Mb
Release : 2019-05-25
Category : Business & Economics
ISBN : 9783030160999

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Strategic Innovative Marketing by Damianos P. Sakas,Dimitrios K. Nasiopoulos Pdf

This proceedings volume highlights cutting-edge approaches for contemporary issues evolved in strategic marketing and the integration of theory and practice. It focuses on strategic research and innovative activities in marketing that can be used in everyday operations. The contributions have been divided into eight sections, grouping emerging marketing technologies together in a close examination of practices, problems and trends. The first section examines management challenges which influence societies, cultures, networks, organizations, teams, and individuals. It emphasizes ways business processes foster innovation and facilitate management transitions from dominant structures to more evolutionary, developmental paradigms. The second section discusses the benefits and guidelines to implementation of green marketing strategies. The following section pursues new perspectives of the role of location in marketing and its impact on consumer well-being. The next section explores the impacts of user generated content (UGC) on marketing theories and practice, which is followed by a section identifying how market-based assets can contribute to a sustainable competitive advantage. The sixth section covers understanding consumer perception to make marketing decisions. The final sections promote the use of business informatics and modeling in marketing and also the development of integrating information management in ways that change how people use information to engage in knowledge focused activities. The papers from the proceedings of the 6th International Conference on Strategic Innovative Marketing (IC-SIM 2017) have been written by scientists, researchers, practitioners and students that demonstrate a special orientation in strategic marketing, all of whom aspire to be ahead of the curve based on the pillars of innovation. This proceedings volume shares their recent contributions to the field and showcases their exchange of insights on strategic issues in the science of innovation marketing.

Author : Tony Proctor
Publisher : Pearson Education
Page : 252 pages
File Size : 42,5 Mb
Release : 2007
Category : Business & Economics
ISBN : 0273708090

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Public Sector Marketing by Tony Proctor Pdf

Public Sector Marketing examines the role of marketing in public organizations, from planning through execution and evaluation. It looks at marketing from the perspective of creating value for different organisational stakeholders. The book examines specific applications for public sector organisations such as local government in the context of leisure, culture and the arts, regeneration, education and social services. The main theme of the book is creating value for stakeholders through a philosophy based on setting a vision, creating and communicating the values and establishing a culture.

Author : Paul Temporal
Publisher : John Wiley & Sons
Page : 288 pages
File Size : 45,7 Mb
Release : 2015-01-12
Category : Business & Economics
ISBN : 9781118756317

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Branding for the Public Sector by Paul Temporal Pdf

How to apply for-profit marketing strategies to non-profit organizations Branding for the Public Sector presents powerful and effective branding strategies for the public sector illustrated through case studies and examples. The book covers branding architecture, brand vision, market research, brand perception, engagement, communication, managing brand change and much more. Additionally, the book highlights the future of public sector branding and how organizations in the public sector may be a key driver of economic growth and prosperity through the twenty-first century. Branding for the Public Sector offers expert guidance for managers and leaders who want to build powerful, influential brands in the public sector. Presents strategies and actions for building a powerful, memorable public sector brand Explains why the public sector will be the next huge growth sector in branding Explores the competencies needed to successfully manage a public sector brand

Author : Thomas C. Kinnear
Publisher : American Marketing Association
Page : 188 pages
File Size : 48,5 Mb
Release : 1984-05
Category : Business & Economics
ISBN : PSU:000007491757

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Journal of Public Policy and Marketing by Thomas C. Kinnear Pdf

Author : Jennifer Bean,Lascelles Hussey
Publisher : HB Publications
Page : 99 pages
File Size : 46,9 Mb
Release : 2012-01-01
Category : Business & Economics
ISBN : 9781899448692

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Marketing Public Sector Services by Jennifer Bean,Lascelles Hussey Pdf

This book is one of a series of books entitled Essential Skills for the Public Sector. It sets out the fundamental principles of marketing and applies them to a public sector context. The content includes the marketing mix, how to develop a marketing plan, market research techniques and examples of how to implement a marketing strategy and plan. It is increasingly important that public sector services are customer focused and effective marketing helps to achieve this. Whether or not the public service being delivered is in a competitive environment, managers should see marketing as a fundamental part of the management process. There are worked examples and practical exercises which allow the theory to be put into practice, encouraging self development and continuous improvement. The style is simple, easy to read, and accessible to staff at all levels within an organisation.

Author : Kieron Walsh
Publisher : Financial Times/Prentice Hall
Page : 128 pages
File Size : 54,8 Mb
Release : 1995-02-01
Category : Electronic
ISBN : 0582247020

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Marketing in the Public Sector by Kieron Walsh Pdf

Author : K. Walsh
Publisher : Financial Times/Prentice Hall
Page : 128 pages
File Size : 48,7 Mb
Release : 1995-02-01
Category : Electronic
ISBN : 0582247047

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Marketing in the Public Sector by K. Walsh Pdf

Author : Vilma Luoma-aho,María José Canel
Publisher : John Wiley & Sons
Page : 517 pages
File Size : 41,7 Mb
Release : 2020-03-24
Category : Language Arts & Disciplines
ISBN : 9781119263142

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The Handbook of Public Sector Communication by Vilma Luoma-aho,María José Canel Pdf

A multidisciplinary collection on global public entity strategic communication Research into public sector communication investigates the interaction between public and governmental entities and citizens within their sphere of influence. Today’s public sector organizations are operating in environments where people receive their information from multiple sources. Although modern research demonstrates the immense impact public entities have on democracy and societal welfare, communication in this context is often overlooked. Public sector organizations need to develop “communicative intelligence” in balancing their institutional agendas and aims of public engagement. The Handbook of Public Sector Communication is the first comprehensive volume to explore the field. This timely, innovative volume examines the societal role, environment, goals, practices, and development of public sector strategic communication. International in scope, this handbook describes and analyzes the contexts, policies, issues, and questions that shape public sector communication. An interdisciplinary team of leading experts discusses diverse subjects of rising importance to public sector, government, and political communication. Topics include social exchange relationships, crisis communication, citizen expectations, measuring and evaluating media, diversity and inclusion, and more. Providing current research and global perspectives, this important resource: Addresses the questions public sector communicators face today Summarizes the current state of public sector communication worldwide Clarifies contemporary trends and practices including mediatization, citizen engagement, and change and expectation management Addresses global challenges and crises such as corruption and bureaucratic roadblocks Provides a framework for measuring communication effectiveness Requiring minimal prior knowledge of the field, The Handbook of Public Sector Communication is a valuable tool for academics, students, and practitioners in areas of public administration, public management, political communication, strategic and organizational communication, and related fields such as political science, sociology, marketing, journalism, and globalization studies.

Author : Larry L. Coffman
Publisher : Unknown
Page : 232 pages
File Size : 49,8 Mb
Release : 1986-07-31
Category : Business & Economics
ISBN : UOM:39015011819516

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Public-Sector Marketing by Larry L. Coffman Pdf

A concise ``how-to'' handbook of effective marketing techniques tailored especially to the public sector. Offers insights and perspectives for achieving maximum positive results while dealing with obstacles both inside and outside the organization. Features a comprehensive Promotional Program Summary that helps make sure you've covered every base in developing and implementing a promotion plan. Includes examples, planning formats, an extensive glossary, a comprehensive program-audit checklist, and a current reading-reference list.