Public sector marketing. / Tony Proctor.
Material type:
TextPublication details: Harlow : FT Prentice Hall, 2007.Description: xvii, 225 p. : ill. ; 25 cmISBN: - 9780273708094
- JF1525.M37 P76
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Includes index.
Contents: Marketing in the public sector -- The Stakeholder value approach -- Creating and measuring stakeholder value -- Developing and implementing strategies -- Value drivers, portfolio assessment and planning ahead -- Marketing research -- Market measurement and forcasting demand -- The Marketing planning process -- Corporate brand building and delivering the service -- Pricing service -- Communicating values -- Social marketing -- Internal marketing -- Marketing via the internet and intranet.
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