Public Sector Marketing

Public Sector Marketing examines the role of marketing in public organizations, from planning through execution and evaluation. It looks at marketing from the perspective of creating value for different organisational stakeholders. The book examines specific applications for public sector organisations such as local government in the context of leisure, culture and the arts, regeneration, education and social services. The main theme of the book is creating value for stakeholders through a philosophy based on setting a vision, creating and communicating the values and establishing a culture.

Public Sector Marketing

Tony Proctor

“A very useful source of exposition and reference for students of the public sector and practitioners in that sector interested in marketing perspectives and tools.”

Professor David Leece, Manchester Metropolitan University

“There are several texts that address specific issues within this field, but none bring together the concepts of marketing in the public sector as Tony’s book does.”

Dr Paula Roberts, Keele University

Public Sector Marketing is a lively and comprehensive guide to the skills and practices involved with marketing in the public sector. Taking the subject beyond its traditional roots in the private sector and profit-making organisations, this new book explores the distinctive demands and processes of the not-for-profit sector.

Using case studies, diagrams, examples and thought-provoking questions, this book provides the most up-to-date and extensive approach to this important subject. In his accessible, reader-friendly style, Tony Proctor defines public sector marketing as it is currently understood, and sets the agenda for its future development.

 

Key topics

• Brand building and delivering the service

• Social marketing

• Internal, intranet and internet marketing

• How services can be priced

• Strategies for marketing in the public sector

 

About the Author

Tony Proctor is Professor in Marketing at the University of Chester. His other publications include Strategic Marketing (Routledge, 2000), Essentials of Marketing Research, 4th edition (Financial Times Prentice Hall, 2005) and Creative Problem Solving for Managers, 2nd edition (Routledge, 2005).