Marketing in the public sector: a roadmap for improved performance

Cover......Page 1
Contents......Page 10
Acknowledgments......Page 16
Part I: Introduction......Page 18
 Chapter 1 Improving Public Sector Performance by Seizing Opportunities to Meet Citizen Needs......Page 20
  What Do Citizens Want and Get from Public Agencies?......Page 23
  What Tools Currently Used in the Private Sector Can Most Benefit the Public Sector?......Page 24
  What Role Can Marketing Play in Improving the Performance of Public Agencies?......Page 27
  Going Forward......Page 28
 Chapter 2 Understanding the Marketing Mindset......Page 32
  Opening Story: The United States Postal Service—A Work in Progress......Page 34
  The Marketing Mindset......Page 41
  Moving from Here......Page 55
Part II: Applying Marketing Tools to the Public Sector......Page 56
 Chapter 3 Developing and Enhancing Popular Programs and Services......Page 58
  Opening Story: School Meal Revolution in the United Kingdom......Page 59
  Product: The First "P"......Page 63
  Summary......Page 80
 Chapter 4 Setting Motivating Prices, Incentives, and Disincentives......Page 82
  Opening Story: Click It or Ticket......Page 83
  Price: The Second "P"......Page 86
  Summary......Page 102
 Chapter 5 Optimizing Distribution Channels......Page 104
  Opening Story: HIV/AIDS in Nepal—Sarita is Empowered to Buy Condoms When and Where She Needs Them......Page 105
  Place: The Third "P"......Page 109
  Summary......Page 122
 Chapter 6 Creating and Maintaining a Desired Brand Identity......Page 124
  Opening Story: ENERGY STAR® —A Brand Positioned to Help Protect the Planet......Page 125
  Branding in the Public Sector......Page 130
  Summary......Page 148
 Chapter 7 Communicating Effectively with Key Publics......Page 150
  Opening Story: Increasing Organ Donation......Page 151
  Promotion: The Fourth "P"......Page 155
  Developing Messages......Page 156
  Choosing Messengers......Page 163
  Selecting Communication Channels......Page 166
  Summary......Page 178
 Chapter 8 Improving Customer Service and Satisfaction......Page 180
  Opening Story: Phoenix Fire Department—"A Peace Corps with a Tank of Water"......Page 182
  Customer Service in the Public Sector......Page 186
  Benefits of Improved Customer Satisfaction......Page 187
  Practices to Support Customer Satisfaction......Page 191
  Summary......Page 200
 Chapter 9 Influencing Positive Public Behaviors: Social Marketing......Page 204
  Opening Story: From "Fat to Fit" in Finland......Page 205
  Social Marketing in the Public Sector......Page 208
  Principle #1: Take Advantage of Prior and Existing Successful Campaigns......Page 210
  Principle #2: Start with Target Markets Most Ready for Action......Page 212
  Principle #3: Promote Single, Simple, Doable Behaviors—One at a Time......Page 213
  Principle #4: Identify and Remove Barriers to Behavior Change......Page 214
  Principle #5: Bring Real Benefits into the Present......Page 216
  Principle #6: Highlight Costs of Competing Behaviors......Page 218
  Principle #7: Promote a Tangible Object or Service to Help Target Audiences Perform the Behavior......Page 219
  Principle #8: Consider Nonmonetary Incentives in the Form of Recognition and Appreciation......Page 220
  Principle #9: Have a Little Fun with Messages......Page 222
  Principle #10: Use Media Channels at the Point of Decision Making......Page 223
  Principle #11: Get Commitments and Pledges......Page 224
  Principle #12: Use Prompts for Sustainability......Page 226
  Applications Upstream......Page 228
  Summary......Page 229
 Chapter 10 Forming Strategic Partnerships......Page 232
  Opening Story: Improving Jordan's Water Problems—For the People, By the People, Through Partnerships......Page 233
  Benefits of Strategic Partnerships......Page 237
  Partnerships with the Private Sector......Page 239
  Partnerships with the Nonprofit Sector......Page 247
  Partnerships between Governmental Agencies......Page 253
  Difficulties and Risks in Partnerships......Page 254
  A Marketing Approach to Winning Great Partners and Reducing Risks......Page 255
  Summary......Page 259
Part III: Managing the Marketing Process......Page 260
 Chapter 11 Gathering Citizen Data, Input, and Feedback......Page 262
  Opening Story: Building a Healthy Nation through Research in South Africa......Page 263
  Marketing Research in the Public Sector......Page 266
  Research Defined by When It Is Conducted......Page 267
  Research Defined by Source of Information......Page 268
  Research Defined by Technique......Page 270
  Steps in the Research Process......Page 272
  A Word about Low-Cost Research......Page 276
  Summary......Page 277
 Chapter 12 Monitoring and Evaluating Performance......Page 278
  Opening Story: An Environmental Behavior Index—Helping to Quantify What Happened and Decide What to Do Next......Page 279
  Measuring Marketing Performance......Page 282
  Why Are You Conducting This Measurement and for Whom?......Page 284
  What Are You Measuring?......Page 285
  How Will You Measure?......Page 289
  When Will You Measure?......Page 290
  Summary......Page 291
 Chapter 13 Developing a Compelling Marketing Plan......Page 294
  Opening Story: New York City Marketing Starts Spreading the News......Page 295
  Marketing Planning in the Public Sector......Page 298
  Marketing Objectives and Goals......Page 301
  Target Audience......Page 302
  Marketing Mix......Page 303
  Evaluation Plan......Page 305
  Implementation Plan......Page 306
  Summary......Page 307
References......Page 308
About the Authors......Page 326
 A......Page 328
 B......Page 329
 C......Page 330
 D......Page 333
 F......Page 335
 H......Page 336
 J......Page 337
 M......Page 338
 N......Page 340
 O......Page 341
 P......Page 342
 S......Page 345
 T......Page 347
 W......Page 348
 X-Y-Z......Page 349