Marketing the Public Sector: Promoting the Causes of Public and Nonprofit Agencies
Autor Seymour H. Fineen Limba Engleză Hardback – 6 oct 2017
Marketing the Public Sector builds upon two decades of research in social marketing and represents the current state of the art. The authors demonstrate how the principles developed in earlier studies can be applied in actual situations. Included here are case studies of marketing plans prepared for hospitals, political campaigns, Third World social change, and community foundations that proved to be as effective as those in the private sector.
The case study approach is effectively supplemented by theoretical chapters that define first principles in essential matters such as product management, value determination, advertising, and analysis of market performance. This amalgamation of theory and application is suitable to middle-range social marketing sizes as well as full-scale projects that large agencies might undertake. The problems differ only in magnitude; no organization is too small or too large to adopt a consumer orientation. Marketing the Public Sector is not only a guide to marketing; it is also about communication, social change, propaganda, and education. It will be of great interest to sociologists; public sector administrators; and specialists in communications, public relations, fund-raising, and community affairs.
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Paperback (1) | 416.34 lei 43-57 zile | |
Taylor & Francis – 30 ian 1992 | 416.34 lei 43-57 zile | |
Hardback (1) | 980.00 lei 43-57 zile | |
Taylor & Francis – 6 oct 2017 | 980.00 lei 43-57 zile |
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Specificații
ISBN-13: 9781138527676
ISBN-10: 113852767X
Pagini: 384
Dimensiuni: 152 x 229 x 22 mm
Greutate: 0.45 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom
ISBN-10: 113852767X
Pagini: 384
Dimensiuni: 152 x 229 x 22 mm
Greutate: 0.45 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom
Cuprins
1: Introduction to Social Marketing; One: The Public and Nonprofit industry; 2: The Nature of the industry; 3: The Independent Sector; 4: The Policy Characteristics and Organizational Dynamics of Social Marketing; 5: The Public and Nonprofit Sector in The Netherlands; 6: Ethical issues in Social Marketing; Two: Social Marketing Processes; 7: Product Management in Social Marketing; 8: The Role of Consumer Research; 9: Pricing Considerations in Social Marketing; 10: The Parties to the Process; 11: Segmenting the Health Care Market; 12: Advertising in the Social Sector; 13: The Starving Baby Appeal; 14: Fund-Raising; 15: Analyzing Marketing Performance; Three: Applications; 16: The Case of Health Care; 17: The Case of Planned Parenthood’s Campaign against Unintended Teen Pregnancy and Childbearing; 18: Marketing Self-Help Croups; 19: The Marketing of Political Candidates; 20: Promoting Calgary through the Olympics; 21: Canada Seeks Support for a Cause; 22: A Generic Social Marketing Plan; 23: Marketing Third World Social Change
Descriere
The administrative officers of public and nonprofit organizations have become increasingly interested in marketing techniques during the 1990s