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Author: Nancy R. Lee
Publisher: Pearson Education
ISBN: 0132716224
Category : Business & Economics
Languages : en
Pages : 466
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Book Description
Marketing in the Public Sector is a groundbreaking book written exclusively for governmental agencies. It offers dozens of marketing success stories from agencies of all types–from around the world–so that you can make a difference in your organization. World-renowned marketing expert Dr. Philip Kotler and social marketing consultant Nancy Lee show that marketing is far more than communications and has at its core a citizen-oriented mindset. You’ll become familiar with the marketing toolbox and come to understand how these tools can be used to engender citizen support for your agency, increase utilization of your products and services, influence positive public behaviors–even increase revenues and decrease operating costs. This book offers no-nonsense roadmaps on how to create a strong brand identity, gather citizen input, and evaluate your efforts. It presents a step-by-step model for developing a marketing plan, pulling the lessons of the entire book together into one, high-impact action plan. Simply put, this book empowers you to build the “high-tech, high-touch” agency of the future–and deliver more value for every penny you spend.
Author: Nancy R. Lee
Publisher: Pearson Education
ISBN: 0132716224
Category : Business & Economics
Languages : en
Pages : 466
Get Book Here
Book Description
Marketing in the Public Sector is a groundbreaking book written exclusively for governmental agencies. It offers dozens of marketing success stories from agencies of all types–from around the world–so that you can make a difference in your organization. World-renowned marketing expert Dr. Philip Kotler and social marketing consultant Nancy Lee show that marketing is far more than communications and has at its core a citizen-oriented mindset. You’ll become familiar with the marketing toolbox and come to understand how these tools can be used to engender citizen support for your agency, increase utilization of your products and services, influence positive public behaviors–even increase revenues and decrease operating costs. This book offers no-nonsense roadmaps on how to create a strong brand identity, gather citizen input, and evaluate your efforts. It presents a step-by-step model for developing a marketing plan, pulling the lessons of the entire book together into one, high-impact action plan. Simply put, this book empowers you to build the “high-tech, high-touch” agency of the future–and deliver more value for every penny you spend.
Author: Martial Pasquier
Publisher: Routledge
ISBN: 1136504591
Category : Business & Economics
Languages : en
Pages : 273
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Book Description
The fields of marketing and communication have become increasingly important for modern public administrations in recent years but the focus on these subjects has been geared mainly towards the generation of outputs, leaving somewhat behind the analysis and deeper reflections on the impact they make and their limitations. This book provides a thorough overview of the major concepts in marketing and communication which is done by utilizing an exclusive and decisive public-sector approach, with an unambiguous international outlook. The possibilities and limits of the application of marketing and communication, from strategic aspects to the more concrete questions of instruments and implementation, are discussed and if the realities of the public sector are the key to any understanding of marketing and communication, the international scene is the only possible ground to do this in. Aided by a multitude of pedagogical features, Marketing Management and Communications in the Public Sector is a key read for all students, practitioners and scholars working or studying in this field.
Author: Tony Proctor
Publisher: Pearson Higher Ed
ISBN: 1408250349
Category : Business & Economics
Languages : en
Pages : 245
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Book Description
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.
Author: Olivier Serrat
Publisher: Springer
ISBN: 981100983X
Category : Business & Economics
Languages : en
Pages : 1098
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Book Description
This book is open access under a CC BY-NC 3.0 IGO license. This book comprehensively covers topics in knowledge management and competence in strategy development, management techniques, collaboration mechanisms, knowledge sharing and learning, as well as knowledge capture and storage. Presented in accessible “chunks,” it includes more than 120 topics that are essential to high-performance organizations. The extensive use of quotes by respected experts juxtaposed with relevant research to counterpoint or lend weight to key concepts; “cheat sheets” that simplify access and reference to individual articles; as well as the grouping of many of these topics under recurrent themes make this book unique. In addition, it provides scalable tried-and-tested tools, method and approaches for improved organizational effectiveness. The research included is particularly useful to knowledge workers engaged in executive leadership; research, analysis and advice; and corporate management and administration. It is a valuable resource for those working in the public, private and third sectors, both in industrialized and developing countries.
Author: Paul Temporal
Publisher: John Wiley & Sons
ISBN: 1118756312
Category : Business & Economics
Languages : en
Pages : 288
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Book Description
How to apply for-profit marketing strategies to non-profit organizations Branding for the Public Sector presents powerful and effective branding strategies for the public sector illustrated through case studies and examples. The book covers branding architecture, brand vision, market research, brand perception, engagement, communication, managing brand change and much more. Additionally, the book highlights the future of public sector branding and how organizations in the public sector may be a key driver of economic growth and prosperity through the twenty-first century. Branding for the Public Sector offers expert guidance for managers and leaders who want to build powerful, influential brands in the public sector. Presents strategies and actions for building a powerful, memorable public sector brand Explains why the public sector will be the next huge growth sector in branding Explores the competencies needed to successfully manage a public sector brand
Author: Jeff French
Publisher: Oxford University Press
ISBN: 0198717695
Category : Business & Economics
Languages : en
Pages : 273
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Book Description
The last ten years have seen tremendous advances in the theoretical and practice base of social marketing globally. This book provides up to date thinking on social marketing theory and practice, introducing new conceptual models and approaches to influencing behaviour to promote health and prevent disease.
Author: J. Ramon Gil-Garcia
Publisher: Routledge
ISBN: 1000535940
Category : Business & Economics
Languages : en
Pages : 171
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Book Description
In every part of the world information and technology are changing society and challenging the structures, roles, and management of traditional government institutions. At the same time, universal needs for human and social development, environmental protection, commercial and financial stability, and scientific and technological advancement demand governmental attention. In this complex and changing environment, governments are still expected to provide for the public good through legal and political processes, and public programs and services. Digital transformation, electronic government, government 2.0, and electronic governance are just some of the labels used to characterize the ideas and actions that underlie adaptation, transformation, and reform efforts. This book contributes to the ongoing dialog within the digital government research and practice community by addressing leadership and management challenges through the interplay of five interconnected themes: management, policy, technology, data, and context. These themes are evident in a wide range of topics including policy informatics, smart cities, cross-boundary information sharing, service delivery, and open government, among others. Accordingly, it includes chapters that explore these themes conceptually and empirically and that emphasize the importance of context, the need for cross‐boundary thinking and action, a public value approach to performance, and the multi‐dimensional capabilities necessary to succeed in a dynamic, multi‐stakeholder environment. The chapters in this book were originally published as a special issue of the journal, Public Management Review.
Author: Jennifer Bean
Publisher: HB Publications
ISBN: 1899448691
Category : Business & Economics
Languages : en
Pages : 99
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Book Description
This book is one of a series of books entitled Essential Skills for the Public Sector. It sets out the fundamental principles of marketing and applies them to a public sector context. The content includes the marketing mix, how to develop a marketing plan, market research techniques and examples of how to implement a marketing strategy and plan. It is increasingly important that public sector services are customer focused and effective marketing helps to achieve this. Whether or not the public service being delivered is in a competitive environment, managers should see marketing as a fundamental part of the management process. There are worked examples and practical exercises which allow the theory to be put into practice, encouraging self development and continuous improvement. The style is simple, easy to read, and accessible to staff at all levels within an organisation.
Author: Staci M. Zavattaro
Publisher: Springer Nature
ISBN: 3030705056
Category : Law
Languages : en
Pages : 286
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Book Description
This edited volume details public branding and marketing from a global, comparative perspective. Place branding and marketing practices are now prominent in cities, states, nations, regions, and organizations all over the world. While disciplines such as hospitality management, tourism marketing, and business marketing have made inroads into understanding the intricacies of place branding, research in public administration and policy is still emerging. This volume fills that research gap. Including accounts from both the academic and practitioner communities, this book bridges the academic-practitioner divide and provides a holistic account of branding and marketing in public organizations as well as immediate application and lessons learned. The book takes an explicit public administration approach, focusing on a wide range of topics such as branding leadership, co-creation, stakeholder engagement, education, non-profit marketing and branding, and city administration. The book is divided into four sections. Section I highlights the process of developing and communicating public branding and marketing efforts. Section II focuses specifically on how social media and other digital technologies are used to communicate and evaluate place branding strategies. Section III centers on branding at the local government level. Section IV highlights how various stakeholder groups come together (or not) when participating in strategic branding efforts. Presenting various methodologies, approaches, and implications of place branding and marketing across differing social, cultural, political, and economic conditions, this book will be of use to scholars and students in public. administration, tourism studies, and business administration as well as professionals and practitioners in the public branding and marketing field.
Author: Arild Wæraas
Publisher: Routledge
ISBN: 131791385X
Category : Business & Economics
Languages : en
Pages : 265
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Book Description
A favorable reputation is an asset of importance that no public sector entity can afford to neglect because it gives power, autonomy, and access to critical resources. However, reputations must be built, maintained, and protected. As a result, public sector organizations in most OECD countries have increased their capacity for managing reputation. This edited volume seeks to describe, explain, and critically analyze the significance of organizational reputation and reputation management activities in the public sector. This book provides a comprehensive first look at how reputation management and branding efforts in public organizations play out, focusing on public agencies as formal organizations with their own hierarchies, identities, and cultures – existing in a network of other public organizations with similar or different functions, power, and reputation. From this unique organizational perspective, the chapters in this volume examine issues such as organizational identity, power, conflict, politics, culture, and symbolism within the public sector. Paying specific attention to strategies and processes, and illustrating with examples from the countries of Belgium, Denmark, Norway, Ireland, Israel, Italy, and Sweden, the book deepens our understanding of reputation management efforts at various levels of government.
