Public-Sector Marketing: A Guide for Practitioners
A concise ``how-to'' handbook of effective marketing techniques tailored especially to the public sector. Offers insights and perspectives for achieving maximum positive results while dealing with obstacles both inside and outside the organization. Features a comprehensive Promotional Program Summary that helps make sure you've covered every base in developing and implementing a promotion plan. Includes examples, planning formats, an extensive glossary, a comprehensive program-audit checklist, and a current reading-reference list.
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achieve activities advertising message annual marketing plan annual plan Arbitron begin budget calls campaign chart chief executive competition consultant customer service customer-service deadlines develop distribution dollars effective evaluation Figure forecasting functions goals graphics gross rating points impact implementation interviews long-range plan Low Moderate High major Management by exception Management by Objectives market segmentation marketer's marketing group marketing orientation marketing process marketing program measure ment Metro Transit objectives operating organization organizational peers phase portunities posi position potential pricing primary research private sector project plan promotional program psychographic public agencies public relations public-sector marketing quantitative research questions responsibility right media sales promotion schedule service area service or product situation analysis staff strategies structure Subtotal CHAPTER summary superior survey synonym target technique telephone theme there's tion tive transit system