Additional Information
Book Details
Abstract
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.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Cover | Cover | ||
| Public Sector Marketing | i | ||
| Brief contents | v | ||
| Full contents | vii | ||
| Preface | xi | ||
| Publisher’s acknowledgements | xviii | ||
| 1 Marketing in the public sector | 1 | ||
| 2 The stakeholder value approach | 18 | ||
| 3 Creating and measuring stakeholder value | 33 | ||
| 4 Developing and implementing strategies | 49 | ||
| 5 Value drivers, portfolio assessment and planning ahead | 67 | ||
| 6 Marketing research | 87 | ||
| 7 Market measurement and forecasting demand | 106 | ||
| 8 The marketing planning process | 123 | ||
| 9 Corporate brand building and delivering the service | 140 | ||
| 10 Pricing services | 153 | ||
| 11 Communicating values | 165 | ||
| 12 Social marketing | 178 | ||
| 13 Internal marketing | 193 | ||
| 14 Marketing via the Internet and intranet | 205 | ||
| Index | 219 |