New Public Sector Marketing

David Chapman , Theo Cowdell

In this text, the authors have examined the whole issue of the relationships between the public sector institutions and their various markets. They discuss how the public sector needs to fully understand the needs and motives of all its users before it can resource the many goods and services it provides and ensure ultimate user satisfaction. They describe how the application of market forces in the public sector is not solely about cost accounting but is significantly about the behaviour of individuals and groups in an informed society.The text recognises the complexity of the public sector and its markets. It uses a range of examples to demonstrate the applicability of appropriate marketing frameworks within the public sector context.
  • Limba : Engleza
  • Cuprins :
    1. The public sector xxx; origins and environment
    2. Marketing xxx; perceptions and realities
    3. Understanding behaviour in markets
    4. Needs, wants and rights
    5. Products and services
    6. Customers and the fallacy of equality
    7. Focusing on users
    8. The role of service: control and quality
    9. The political dimension
    10. Price, value and exchange
    11. Communication and promotion
    12. Information and the learning organisation
    13. Marketing attitudes and culture
    14. Marketing strategy and planning
  • Data Publicarii : 1998
  • Editie : 1
  • Format : Paperback
  • Numar pagini : 400
  • ISBN : 9780273623472
388.99 Lei
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