Nancy R. Lee

This book leaves me conflicted.

Part of me wonders why it is necessary for two distinguished marketing specialists to team up to write a book like this.

The other part, a consumer of government services, understands the need, Philip Kotler, a Northwestern University marketing professor and Nancy Lee, an adjunct faculty member in Washington state and president of a social marketing agency, performed in this their third book.

Using real-life examples to showcase tried-and-true marketing principles effectively deployed in the public sector the heart of this book, eight chapters, tackles an accepted private marketing tenet and applies it to an agency marketing effort. Using a toolbox, the authors show illustrate how; 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 partnerships can develop and enhance popular programs and services.

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.

The book offers a step-by step model for government agencies to deliver more value for each penny they spend. In writing this book, the authors have done both well-intentioned public servants and taxpayers a tremendous service.

Penned by the Pointed Pundit
January 10, 2007
9:23:50 PM… (mais)