Public Sector Marketing

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. Cover Public Sector Marketing Brief contents Full contents Preface Publisher’s acknowledgements 1 Marketing in the public sector 2 The stakeholder value approach 3 Creating and measuring stakeholder value 4 Developing and implementing strategies 5 Value drivers, portfolio assessment and planning ahead 6 Marketing research 7 Market measurement and forecasting demand 8 The marketing planning process 9 Corporate brand building and delivering the service 10 Pricing services 11 Communicating values 12 Social marketing 13 Internal marketing 14 Marketing via the Internet and intranet Index