Marketing in the Public Sector A Roadmap for Improved Performance

ISBN-10: 0137060866
ISBN-13: 9780137060863
Edition: 2007
List price: $39.99
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Book details

List price: $39.99
Copyright year: 2007
Publisher: Wharton School Publishing
Publication date: 10/16/2006
Binding: Paperback
Pages: 352
Size: 6.25" wide x 8.75" long x 0.75" tall
Weight: 1.342
Language: English

Wesley Schultz is Professor of Psychology at California State University, San Marcos. His expertise is in social psychology, environmental psychology, and statistics. His work in these areas has focused particularly on social influence, and effective strategies for promoting conservation behavior. He has published extensively in these areas, with recent books on the Psychology of Sustainable Development (Kluwer, 2002), Attitudes and Opinions (Erlbaum, 2005), and Social Psychology: An Applied Perspective (Prentice-Hall, 2000). Over the past 10 years, he has published more than 40 book chapters and peer-reviewed articles, and given hundreds of professional and invited presentations around the world. In addition to his academic research and teaching, Professor Schultz maintains an active schedule of training and consulting with organizations interested in developing and implementing principles of social marketing. He has worked on projects for a variety of organizations, including the Environmental Protection Agency, National Institute of General Medical Science, National Institute of Justice, Keep America Beautiful, California Integrated Waste Management Board, and Opower. His work has been featured in Business Week, the NY Times, BBC International, National Public Radio, Time Magazine, and numerous other media outlets.Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, Chicago. Kellogg was voted the �Best Business School� for six years in Business Week�s survey of United States business schools. It is also rated as the �Best Business School for the Teaching of Marketing.� Professor Kotler has significantly contributed to Kellogg�s success through his many years of research and teaching there.He received his master�s degree at the University of Chicago and his Ph.D. degree at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.Professor Kotler is the author of Marketing Management, the most widely adopted marketing book in MBA programs; Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; High Visibility; Social Marketing; Marketing Places; Marketing for Hospitality and Tourism; Museum Strategy and Marketing; Standing Room Only; The Marketing of Nations, and Kotler on Marketing. He has published over 100 articles in leading journals, several of which have received best-article awards.He has been Chairman of the College of Marketing of the Institute of Management Sciences, Director of the American Marketing Association, Trustee of the Marketing Science Institute, Director of the MAC Group, former member of the Yankelovich Advisory Board, and member of the Copernicus Advisory Board. He has been a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the Advisory Board of the Drucker Foundation.

Acknowledgments
Introduction
Improving Public Sector Performance by Seizing Opportunities to Meet Citizen Needs
Understanding the Marketing Mindset
Applying Marketing Tools to the Public Sector
Developing and Enhancing Popular Programs and Services
Setting Motivating Prices, Incentives, and Disincentives
Optimizing Distribution Channels
Creating and Maintaining a Desired Brand Identity
Communicating Effectively with Key Publics
Improving Customer Service and Satisfaction
Influencing Positive Public Behaviors: Social Marketing
Forming Strategic Partnerships
Managing the Marketing Process
Gathering Citizen Data, Input, and Feedback
Monitoring and Evaluating Performance
Developing a Compelling Marketing Plan
References
About the Authors
Index

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