Marketing government and social services
著者
書誌事項
Marketing government and social services
（Wiley series on marketing management）
Wiley, c1986
大学図書館所蔵 全21件
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.
「Nielsen BookData」 より