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.
Contents
Preface
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
Index