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(More customer reviews)For dyed-in-the-wool marketers like myself, Philip Kotler, international marketing professor at Northwestern's Kellogg School, has been a distinguished guru for nearly four decades, and his textbook of fundamentals, "Marketing Management", was required reading for me in graduate school. Now teamed with consultant Nancy Lee, a long-time specialist in social marketing, he has finally translated his tried-and-true marketing principles into the public sector, a challenging application given how results from such efforts can be extremely long-term and far less tangible than what can be more easily measured in the private sector. What's more, going head-to-head with private enterprises, public agencies have been at a great disadvantage because they have not proactively sought this discipline in targeting citizen needs. Previously unused initiatives like customer-driven strategies, outsourcing and performance metrics are now bought to life in a new milieu.
Kotler and Lee do a fine job discerning the distinctions and commonalities between consumer and citizen value and how a strong marketing platform can really elucidate the latter. The book's first two chapters go to the heart of identifying citizen needs and the marketing mindset required to address them. The next eight chapters each tackle an accepted private marketing tenet and how to apply each toward an agency marketing effort. Organized into a toolbox, these principles include developing and enhancing popular programs and services; establishing incentives and motivating prices; optimizing distribution channels; creating a brand identity; communicating effectively; improving service and satisfaction; influencing positive public behaviors through social marketing; and forming strategic partnerships. The book ends with vital information on how to manage the marketing process primarily through data collection, performance measurement and the creation of a compelling marketing plan.
What makes the co-authors' points resonate are the real-life examples they provide at the beginning of each chapter to prove the effectiveness of such tactics in practice. For instance, we read how in Nepal, optimizing distribution channels by selling condoms in convenience stores has dramatically improved access for the groups most vulnerable to HIV/AIDS. Another example is how the Finnish government tackled the country's high levels of heart disease by following the twelve principles of social marketing, which include steps like removing barriers to behavior change, highlighting the costs of competing behaviors and using prompts for sustainability. One of the more fascinating stories is how the city of New York has developed its own marketing plan in the wake of its recovery from 9/11. Rewards from the marketing plan have come in the forms of having a commercial tie-in with the History Channel, relocating of the headquarters for Virgin Airlines to New York, and bringing the Country Music Awards to Radio City Music Hall. Through these anecdotal accounts, Kotler and Lee are able to show how public agencies truly benefit from private sector learning and marketing practices.
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Praise for Marketing in the Public Sector"Professionally, as an academic turned politician, this book—if published a few years earlier—would have made my life much simpler. This book lays out, in detail with concrete examples, how to conduct a grand plan for change. Particularly impressive is the application of different marketing principles along each step of the transition process toward establishing an efficient service-oriented governmental agency."Somkid Jatusripitak, Ph.D., Deputy Prime Minister and Minister of Commerce, Royal Thai Government"This book is filled with insights for people who want to communicate effectively about government programs, but it should also be on the bookshelf of any government manager who needs to think creatively about how to improve customer service. Every page contains information and ideas that public-sector leaders can, and should, put in their management tool kits."Christine O. Gregoire, Governor, Washington State"Increasingly, public sector managers have been challenged to 'do more with less.' Marketing in the Public Sector demonstrates that marketing is not simply another line-item expense, but rather a set of tools that help public servants allocate resources more effectively and efficiently. The book is chock-full of real-world stories of creative marketers working within diverse organizations, all of whom have come to understand that marketing is not simply advertising or persuasion, but rather a mindset."E. Marla Felcher, Ph.D., Adjunct Lecturer in Public Policy, John F. Kennedy School of Government, Harvard University"Kotler and Lee are teaching governments to motivate by invitation rather than intimidation. Instead of complaint and reaction, they work to create a culture of contagious cooperation that can replace rulemaking with social consensus. This is a practical manual for un-clogging hearing rooms, cooling tempers, and putting government back on the side of the people who pay for it."Dave Ross, CBS News Commentator"Marketing in the Public Sector provides an excellent planning framework for public sector officers engaged in all levels of marketing and communications. Showcasing real-world examples, it successfully demonstrates the marriage of commercial marketing concepts into public sector practice."Dr. K Vijaya, Director, Corporate Marketing & Communications, Health Promotion Board, Singapore"Public sector organizations are now faced with an urgent need to stand out from the crowd in order to successfully compete for funding, talent, and influence. Philip Kotler and Nancy Lee have written a unique, practical, and timely book containing comprehensive guidelines and cases that those involved in the marketing of public sector organizations will find absorbing and most useful."Paul Temporal, Group Managing Director, Temporal Brand Consulting, Author of Public Sector Branding in Asia"Every day, professionals in the public sector deliver thousands of programs and services in increasingly demanding environments. This book is a 'must read' and a standard reference for every public servant engaged in public sector marketing and communications. Congratulations to Kotler and Lee for creating a book that is both educational and practical."Jim Mintz, Director, Centre of Excellence for Public Sector MarketingUse time-tested marketing principles to increase citizen participation, compliance, and support Leverage proven "4Ps" marketing tactics: optimize product, price, place, and promotion Segment your markets, reach your clients where they are—and satisfy them Influence positive behavior: 12 social marketing principles that workMarketing in the Public Sector is a groundbreaking book written exclusively for governmental agencies. It offers dozens of marketing success stories from agencies of all types—from around the world—so that you can make a difference in your organization. World-renowned marketing expert Dr. Philip Kotler and social marketing consultant Nancy Lee show that marketing is far more than communications and has at its core a citizen-oriented mindset. You'll become familiar with the marketing toolbox and come to understand how these tools can be used to engender citizen support for your agency, increase utilization of your products and services, influence positive public behaviors—even increase revenues and decrease operating costs. This book offers no-nonsense roadmaps on how to create a strong brand identity, gather citizen input, and evaluate your efforts. It presents a step-by-step model for developing a marketing plan, pulling the lessons of the entire book together into one, high-impact action plan. Simply put, this book empowers you to build the "high-tech, high-touch" agency of the future—and deliver more value for every penny you spend.
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