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Customer Reviews
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Excellent book on public sector marketing 2007-11-04
This book presents you with a step by step marketing plan template and clearly defines and explains what is the concept and the importance of each step in the plan. This is a great book for anyone in the public sector who has no marketing experience or background and is a great review for someone who does.
Excellent For PA's and PPA Programs 2007-08-04
"Marketing in the Public Sector" by Philip Kotler and Nancy Lee provides ideas and advice on proven techniques for those in the public sector that reach and benefit the common good of the public.
There are three parts and 13 chapters. There are very specific and detailed sub-chapters within the main chapters, and they are listed in the table of contents.
1. Improving Public Sector Performance by Seizing Opportunities....
2. Understanding the Marketing Mindset
3. Developing and Enhancing Popular Programs and Services
4. Setting Motivating Prices, Incentives, and Disincentives
5. Optimizing Distribution Channels
6. Creating and Maintaining Desired Brand Identity
7. Communicating Effectively with Key Public
8. Improving Customer Service and Satisfaction
9. Influencing Positive Public Behaviors: Social Marketing
10 Forming Strategic Partnerships
11 Gathering Citizen Data, Input, and Feedback
12 Monitoring and Evaluating Performance
13 Developing a Compelling Marketing Plan
There are numerous real-life examples presented as case studies, basically.
One example in implementing information messages to the public is the Ad Council. The Ad Council is a private, nonprofit organization that taps volunteers from the communication and advertising industries to deliver governmental agency messages to the American public (p. 232). Not only must these messages be crafted well, but they do need to reach the targeted audience. There also has to be response. Response that can be statistically verified. The message is distinguished and emphasized so the target market audience knows about the campaign, believes they will experience the benefits promised, and thus are inspired to act upon it, or stop deleterious acts (p. 161). Like the private corporate media with its experience and sophistication, the government media is organized, tested, and methodical.
For the most part the term "methodical" is used in a good way. If there is a public message to be conveyed, it needs to be disseminated in the most optimum way. Many public messages are positive and conducive for the collective good of our communities. One example from many are the mascots such as Smokey the Bear for fire awareness, Mr. Yuck for poison labels, McGruff the Crime Dog, and Eddy Eagle for Gun Safety. These ad campaigns of course, are specifically targeted for children, yet also influence and remind parents to educate their kids on such potentially dangerous matters.
One doesn't need to be in the public sector to benefit from the information, case studies, and strategies in this book. The ideas can be used by many. There are dozens of pictures of ad samples and tables, and the index is comprehensive. Very good. Excellent for public administrators and students of Public Policy and Administration (PPA programs).
Advice for governments and nonprofit groups about how to spread the word about their programs.  2007-06-25
Philip Kotler and Nancy Lee encourage governments to learn from private sector marketing principles and techniques. It's a great idea, and they make a persuasive case that "social marketing" can change society, or at least certain aspects of it. The book is full of practical tips. Using examples from social marketing campaigns around the world, Kotler and Lee demonstrate how to apply basic marketing ideas in the public sector. Creative approaches have injected new life into many social programs, ranging from environmental awareness to customer service. We recommend this book to public officials and leaders of nonprofit organizations who are looking for new ways to educate their constituents.
Required reading for governmental agencies 2007-03-20
The target audience for this particular book is government agencies. Inside you will find tools to get citizens involved with and supporting your agency, using your products and services, and how to influence public behaviors. The authors also include specific roadmaps to creating brand identity, gathering citizen input, and evaluating the results of your efforts. One of the better sections includes a how-to model for building an organization that is both high-tech and high-touch.
The book focuses on all levels of government agencies from the public servant trying to allocate scarce resources to governmental units trying to create social consensus to get things done. Loaded with lots of examples, Marketing in the Public Sector is required reading for governmental agencies.
How Governments Sell Themselves to their Citizens 2007-02-12
At first glance you might think that this is a book on selling to the government. It isn't. This book is basically a primer, or a series of anecdotes or case studies where a governmental agency is attempting to sell their products or services to the public.
While we don't think of the government doing marketing, visit any Post Office and look at the ads plastered all over the place for everything from mailing supplies, to passports, to stamp collecting (where you buy a stamp from them and then don't use it for mailing - a lot of profit in that).
In addition to these actual products, there are a lot of stories about how the government wanted to influence behavior on the part of the citizens from litter campaigns (Don't Mess With Texas) to reducing drunk driving.
The intended audiance for this book seems to be organizations within the government who now need to communicate what they do, how well they do it, and influence behavior among the population. And that's the world population, not just the US.
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