Marketing in the Public Sector A Roadmap for Improved Performanc

Marketingin the Public Sector is a groundbreaking book writtenexclusively for governmental agencies. It offers dozens of marketingsuccess stories from agencies of all types–from around the world–sothat you can make a difference in your organization. World-renownedmarketing expert Dr. Philip Kotler and social marketing consultantNancy Lee show that marketing is far more than communications and hasat its core a citizen-oriented mindset. You’ll become familiar withthe marketing toolbox and come to understand how these tools can beused to engender citizen support for your agency, increaseutilization of your products and services, influence positive publicbehaviors–even increase revenues and decrease operating costs. Thisbook offers no-nonsense road maps on how to create a strong brandidentity, gather citizen input, and evaluate your efforts. Itpresents a step-by-step model for developing a marketing plan,pulling the lessons of the entire book together into one, high-impactaction plan. Simply put, this book empowers you to build the“high-tech, high-touch” agency of the future–and deliver morevalue for every penny you spend