Produktdetaljer
ISBN
9780273708094
Publisert
2007-07-30
Utgiver
Vendor
Financial Times Prentice Hall
Vekt
490 gr
Høyde
246 mm
Bredde
188 mm
Dybde
14 mm
Aldersnivå
06, P
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
248
Forfatter
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.
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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
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Produktdetaljer
ISBN
9780273708094
Publisert
2007-07-30
Utgiver
Vendor
Financial Times Prentice Hall
Vekt
490 gr
Høyde
246 mm
Bredde
188 mm
Dybde
14 mm
Aldersnivå
06, P
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
248
Forfatter