£16.99

Marketing Public Sector Services 2nd Edition
[HB2 009]

Marketing Public Sector Services 2nd Edition
Marketing techniques to develop a customer focus

This book is one of a series of books entitled Essential Skills for the Public Sector. It sets out the fundamental principles of marketing and applies them to a public sector context. The content includes the marketing mix, how to develop a marketing plan, market research techniques and examples of how to implement a marketing strategy and plan. It is increasingly important that public sector services are customer focussed and effective marketing helps to achieve this. Whether or not the public service being delivered is in a competitive environment, managers should see marketing as a fundamental part of the management process. There are worked examples and practical exercises which allow the theory to be put into practice, encouraging self-development and continuous improvement. The style is simple, easy to read, and accessible to staff at all levels within an organisation. It is an essential addition to a manager's toolkit of skills and knowledge.

Size: 150  by 210 
133 Pages
ISBN : 978 1899448777
The book covers the following areas:

WHAT IS MARKETING? 
Marketing Definitions 
Identifying Customer Needs 
Anticipating Customer Needs 
Satisfying Customer Needs 
Understanding Market Conditions 
Marketing versus Selling 
Summary 

THE MARKETING MIX 
The Four P’s of Marketing 
Product or Service 
Product Life Cycle 
Place 
Price 
Promotion 
People (The Fifth ‘P’) 
Summary 

THE MARKETING PLAN 
The Marketing Planning Process 
Setting Objectives 
Developing the Marketing Strategy 
Analysing the Market Place 
Identifying Customer Types 
Defining Target Customers 
Determining the Competitive Edge 
Developing the Marketing Plan 
Implementing the Marketing Plan 
Summary 

MARKETING IN A PUBLIC SECTOR ENVIRONMENT 
Differences Between the Private and Public Sector 
Developing a Marketing Organisation 

PRACTICAL USE OF MARKETING TECHNIQUES 
Market Research 
Application of the Marketing Mix 
Public Relations 
Relevance of Selling 
Internal Marketing 

MARKETING CASE STUDIES

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