Public Sector Marketing

By Tony Proctor
September 2007
Prentice Hall / Financial Times
Distributed By Trans-Atlantic Publications
ISBN: 9780273708094
248 Pages, Illustrated, 7 1/2 x 9 3/4"
$89.50 paper original

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 organizational stakeholders.

The book examines specific applications for public sector organizations 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. 


Chapter 1: Marketing in the public sector
Chapter 2: The stakeholder value approach 
Chapter 3: Creating and measuring stakeholder value
Chapter 4: Developing and implementing strategies   
Chapter 5: Value drivers, portfolio assessment and planning ahead
Chapter 6: Marketing research
Chapter 7: Market measurement and forecasting demand
Chapter 8: The marketing planning process 
Chapter 9: Corporate brand building and delivering the service 
Chapter 10: Pricing services 
Chapter 11: Communicating values
Chapter 12: Social marketing
Chapter 13: Internal marketing
Chapter 14: Marketing via the intranet and internet

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