Marketing government and social services
著者
書誌事項
Marketing government and social services
（Wiley series on marketing management）
Wiley, c1986
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注記
Includes bibliographies and index
内容説明・目次
内容説明
This innovative approach to managing government agencies, shows administrators how to apply private-sector marketing concepts and strategies to the delivery of public services. It explains how an agency's problems can be understood from a marketing perspective and offers practical, 'hands-on' guidance for developing marketing-based solutions that coordinate distinct yet interrelated functions into an integrated service delivery system. Also provided is a general introduction to marketing along with specific marketing-based ideas for program planning, development, budgeting, public relations and management.
目次
- What is Marketing? Relevance of Marketing to Government and Social Service Agencies
- Developing a Marketing Plan
- Evaluating Marketing Efforts
- Identifying Potential Target Markets
- Selecting Target Markets and Identifying Sources of Unresponsiveness
- Allocation Decisions: Equity Issue
- Strategic Distribution of Services
- Program Management
- New Program Development
- Diffusion of New Services
- Program Retrenchment
- Objectives of Pricing
- Establishing a Price
- Promotion: An Overview
- Advertising and Public Service Announcements
- Personal Selling
- Publicity and Incentives.
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