New Public Sector Marketing
By David Chapman & Theo Cowdell
Nov 1997
ISBN: 0-273-62347-8
448 p.
$97.50 Paper
Public sector marketing is one of the fastest growing area of marketing study. This comprehensive textbook provides a conceptual framework with which to define and understand the specific character and implications of marketing in the public sector.
Written in a logical format, it provides a foundation for the development of marketing strategies for specific public industries. The authors suggest a number of techniques to implement appropriate analyses of public sector markets, and to develop and implement marketing strategies.