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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.

Marketing in the Public Sector

Acknowledgments  xv

PART I            INTRODUCTION  1

Chapter 1        Improving Public Sector Performance by Seizing Opportunities to Meet Citizen Needs  3

Chapter 2        Understanding the Marketing Mindset  15

PART II           APPLYING MARKETING TOOLS TO THE PUBLIC SECTOR  39

Chapter 3        Developing and Enhancing Popular Programs and Services  41

Chapter 4        Setting Motivating Prices, Incentives, and Disincentives 65

Chapter 5        Optimizing Distribution Channels  87

Chapter 6        Creating and Maintaining a Desired Brand Identity  107

Chapter 7        Communicating Effectively with Key Publics  133

Chapter 8        Improving Customer Service and Satisfaction  163

Chapter 9        Influencing Positive Public Behaviors: Social Marketing  187

Chapter 10      Forming Strategic Partnerships  215

PART III          MANAGING THE MARKETING PROCESS  243

Chapter 11      Gathering Citizen Data, Input, and Feedback  245

Chapter 12      Monitoring and Evaluating Performance  261

Chapter 13      Developing a Compelling Marketing Plan  277

References  291

About the Authors  309

Index  311