Marketing the Public Sector

Promoting the Causes of Public and Nonprofit Agencies

Business & Finance, Marketing & Sales, Sales & Selling
Cover of the book Marketing the Public Sector by Seymour H. Fine, Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Seymour H. Fine ISBN: 9781351506823
Publisher: Taylor and Francis Publication: July 12, 2017
Imprint: Routledge Language: English
Author: Seymour H. Fine
ISBN: 9781351506823
Publisher: Taylor and Francis
Publication: July 12, 2017
Imprint: Routledge
Language: English

The administrative officers of public and nonprofit organizations have become increasingly interested in marketing techniques during the 1990s. They reason that if commercial marketing methods can successfully move merchandise across the retail counter, those same techniques should be capable of creating a demand for such "social products" as energy conservation, women's rights, military enlistment, or day-care centers. The goal of this volume is to provide social sector executives with practical and effective guidelines on how to harness the power of marketing in order to improve service to their constituencies.

Marketing the Public Sector builds upon two decades of research in social marketing and represents the current state of the art. The authors demonstrate how the principles developed in earlier studies can be applied in actual situations. Included here are case studies of marketing plans prepared for hospitals, political campaigns, Third World social change, and community foundations that proved to be as effective as those in the private sector.

The case study approach is effectively supplemented by theoretical chapters that define first principles in essential matters such as product management, value determination, advertising, and analysis of market performance. This amalgamation of theory and application is suitable to middle-range social marketing sizes as well as full-scale projects that large agencies might undertake. The problems differ only in magnitude; no organization is too small or too large to adopt a consumer orientation. Marketing the Public Sector is not only a guide to marketing; it is also about communication, social change, propaganda, and education. It will be of great interest to sociologists; public sector administrators; and specialists in communications, public relations, fund-raising, and community affairs.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

The administrative officers of public and nonprofit organizations have become increasingly interested in marketing techniques during the 1990s. They reason that if commercial marketing methods can successfully move merchandise across the retail counter, those same techniques should be capable of creating a demand for such "social products" as energy conservation, women's rights, military enlistment, or day-care centers. The goal of this volume is to provide social sector executives with practical and effective guidelines on how to harness the power of marketing in order to improve service to their constituencies.

Marketing the Public Sector builds upon two decades of research in social marketing and represents the current state of the art. The authors demonstrate how the principles developed in earlier studies can be applied in actual situations. Included here are case studies of marketing plans prepared for hospitals, political campaigns, Third World social change, and community foundations that proved to be as effective as those in the private sector.

The case study approach is effectively supplemented by theoretical chapters that define first principles in essential matters such as product management, value determination, advertising, and analysis of market performance. This amalgamation of theory and application is suitable to middle-range social marketing sizes as well as full-scale projects that large agencies might undertake. The problems differ only in magnitude; no organization is too small or too large to adopt a consumer orientation. Marketing the Public Sector is not only a guide to marketing; it is also about communication, social change, propaganda, and education. It will be of great interest to sociologists; public sector administrators; and specialists in communications, public relations, fund-raising, and community affairs.

More books from Taylor and Francis

Cover of the book Introduction to Serials Work for Library Technicians by Seymour H. Fine
Cover of the book Realising Rights by Seymour H. Fine
Cover of the book Photovoltaics in Buildings by Seymour H. Fine
Cover of the book African American Relationships, Marriages, and Families by Seymour H. Fine
Cover of the book Merchants and Society in Modern China by Seymour H. Fine
Cover of the book Japanese Enthronement Ceremonies by Seymour H. Fine
Cover of the book Routledge Handbook of Latin America in the World by Seymour H. Fine
Cover of the book Intermediate Swedish by Seymour H. Fine
Cover of the book Events and the Environment by Seymour H. Fine
Cover of the book Gender and Community Under British Colonialism by Seymour H. Fine
Cover of the book Film Propaganda and American Politics by Seymour H. Fine
Cover of the book Governmental Inerventions, Social Needs, and the Management of U.S. Forests by Seymour H. Fine
Cover of the book Arthur Sullivan by Seymour H. Fine
Cover of the book The Logic of Social Enquiry by Seymour H. Fine
Cover of the book A Theology of the Sublime by Seymour H. Fine
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy