Public Sector Marketing
55,55 €
Tellimisel
Tarneaeg:
2-4 nädalat
Tootekood
9780273708094
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, ...
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, ...
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.
Table of Contents:
Preface Chapter 1: Marketing in the public sector Chapter 2: The stakeholder value approach Chapter 3: Creating and measuring stakeholder value Chapter 4: Developing and implementing strategies Chapter 5: Value drivers, portfolio assessment and planning ahead Chapter 6: Marketing research Chapter 7: Market measurement and forecasting demand Chapter 8: The marketing planning process Chapter 9: Corporate brand building and delivering the service Chapter 10: Pricing services Chapter 11: Communicating values Chapter 12: Social marketing Chapter 13: Internal marketing Chapter 14: Marketing via the intranet and internet Index
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.
Table of Contents:
Preface Chapter 1: Marketing in the public sector Chapter 2: The stakeholder value approach Chapter 3: Creating and measuring stakeholder value Chapter 4: Developing and implementing strategies Chapter 5: Value drivers, portfolio assessment and planning ahead Chapter 6: Marketing research Chapter 7: Market measurement and forecasting demand Chapter 8: The marketing planning process Chapter 9: Corporate brand building and delivering the service Chapter 10: Pricing services Chapter 11: Communicating values Chapter 12: Social marketing Chapter 13: Internal marketing Chapter 14: Marketing via the intranet and internet Index
| Autor | Proctor, Tony |
|---|---|
| Ilmumisaeg | 2007 |
| Kirjastus | Pearson Education Limited |
| Köide | Pehmekaaneline |
| Bestseller | Ei |
| Lehekülgede arv | 248 |
| Pikkus | 246 |
| Laius | 246 |
| Keel | English |
Anna oma hinnang