Marketing in the Public Sector

by Kotler, Philip; Lee, Nancy R.

• ISBN13: 9780131875159
• ISBN10: 0131875159
• Edition: 1st
• Format: Hardcover
• Copyright: 2007-01-01
• Publisher: Wharton School Publishing

Summary

Praise for Marketing in the Public Sector "Professionally, as an academic turned politician, this bookif published a few years earlierwould 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 ls"do more with less.rs" 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<

Table of Contents

Acknowledgments	xv
Part I Introduction	1	(38)
Chapter 1 Improving Public Sector Performance by Seizing Opportunities to Meet Citizen Needs	3	(12)
What Do Citizens Want and Get from Public Agencies?	6	(1)
What Tools Currently Used in the Private Sector Can Most Benefit the Public Sector?	7	(3)
What Role Can Marketing Play in Improving the Performance of Public Agencies?	10	(1)
Going Forward	11	(4)
Chapter 2 Understanding the Marketing Mindset	15	(24)
Opening Story: The United States Postal Service—A Work in Progress	17	(7)
The Marketing Mindset	24	(14)
Moving from Here	38	(1)
Part II Applying Marketing Tools to the Public Sector	39	(204)
Chapter 3 Developing and Enhancing Popular Programs and Services	41	(24)
Opening Story: School Meal Revolution in the United Kingdom	42	(4)
Product: The First "P"	46	(17)
Summary	63	(2)
Chapter 4 Setting Motivating Prices, Incentives, and Disincentives	65	(22)
Opening Story: Click It or Ticket	66	(3)
Price: The Second "P"	69	(16)
Summary	85	(2)
Chapter 5 Optimizing Distribution Channels	87	(20)
Opening Story: HIV/AIDS in Nepal—Sarita is Empowered to Buy Condoms When and Where She Needs Them	88	(4)
Place: The Third "P"	92	(13)
Summary	105	(2)
Chapter 6 Creating and Maintaining a Desired Brand Identity	107	(26)
Opening Story: ENERGY STAR®—A Brand Positioned to Help Protect the Planet	108	(5)
Branding in the Public Sector	113	(18)
Summary	131	(2)
Chapter 7 Communicating Effectively with Key Publics	133	(30)
Opening Story: Increasing Organ Donation	134	(4)
Promotion: The Fourth "P"	138	(1)
Developing Messages	139	(7)
Choosing Messengers	146	(3)
Selecting Communication Channels	149	(12)
Summary	161	(2)
Chapter 8 Improving Customer Service and Satisfaction	163	(24)
Opening Story: Phoenix Fire Department—"A Peace Corps with a Tank of Water"	165	(4)
Customer Service in the Public Sector	169	(1)
Benefits of Improved Customer Satisfaction	170	(4)
Practices to Support Customer Satisfaction	174	(9)
Summary	183	(4)
Chapter 9 Influencing Positive Public Behaviors: Social Marketing	187	(28)
Opening Story: From "Fat to Fit" in Finland	188	(3)
Social Marketing in the Public Sector	191	(2)
Principle #1: Take Advantage of Prior and Existing Successful Campaigns	193	(2)
Principle #2: Start with Target Markets Most Ready for Action	195	(1)
Principle #3: Promote Single, Simple, Doable Behaviors—One at a Time	196	(1)
Principle #4: Identify and Remove Barriers to Behavior Change	197	(2)
Principle #5: Bring Real Benefits into the Present	199	(2)
Principle #6: Highlight Costs of Competing Behaviors	201	(1)
Principle #7: Promote a Tangible Object or Service to Help Target Audiences Perform the Behavior	202	(1)
Principle #8: Consider Nonmonetary Incentives in the Form of Recognition and Appreciation	203	(2)
Principle #9: Have a Little Fun with Messages	205	(1)
Principle #10: Use Media Channels at the Point of Decision Making	206	(1)
Principle #11: Get Commitments and Pledges	207	(2)
Principle #12: Use Prompts for Sustainability	209	(2)
Applications Upstream	211	(1)
Summary	212	(3)
Chapter 10 Forming Strategic Partnerships	215	(28)
Opening Story: Improving Jordan's Water Problems—For the People, By the People, Through Partnerships	216	(4)
Benefits of Strategic Partnerships	220	(2)
Partnerships with the Private Sector	222	(8)
Partnerships with the Nonprofit Sector	230	(6)
Partnerships between Governmental Agencies	236	(1)
Difficulties and Risks in Partnerships	237	(1)
A Marketing Approach to Winning Great Partners and Reducing Risks	238	(4)
Summary	242	(1)
Part III Managing the Marketing Process	243	(48)
Chapter 11 Gathering Citizen Data, Input, and Feedback	245	(16)
Opening Story: Building a Healthy Nation through Research in South Africa	246	(3)
Marketing Research in the Public Sector	249	(1)
Research Defined by When It Is Conducted	250	(1)
Research Defined by Source of Information	251	(2)
Research Defined by Technique	253	(2)
Steps in the Research Process	255	(4)
A Word about Low-Cost Research	259	(1)
Summary	260	(1)
Chapter 12 Monitoring and Evaluating Performance	261	(16)
Opening Story: An Environmental Behavior Index—Helping to Quantify What Happened and Decide What to Do Next	262	(3)
Measuring Marketing Performance	265	(2)
Why Are You Conducting This Measurement and for Whom?	267	(1)
What Are You Measuring?	268	(4)
How Will You Measure?	272	(1)
When Will You Measure?	273	(1)
How Much Will It Cost?	274	(1)
Summary	274	(3)
Chapter 13 Developing a Compelling Marketing Plan	277	(14)
Opening Story: New York City Marketing Starts Spreading the News	278	(3)
Marketing Planning in the Public Sector	281	(3)
Marketing Objectives and Goals	284	(1)
Target Audience	285	(1)
Positioning	286	(1)
Marketing Mix	286	(2)
Evaluation Plan	288	(1)
Budget	289	(1)
Implementation Plan	289	(1)
Summary	290	(1)
References	291	(18)
About the Authors	309	(2)
Index	311