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商品の説明
Book Description
実績のあるマーケティング理論を、あらゆる政府機関や公的機関、非営利組織の効率化に活かす方法を学ぼう。有名なマーケティングコンサルタントのフィリップ・コトラー博士とナンシー・リーは数々の実例を使いながら、改革やスピード、効率性、利便性、感応度、公平性、市民の満足度の向上をはかる画期的なテクニックを紹介する。まず始めに、マーケットを細分化し、各グループの異なるニーズや関心、収入、アクセスレベルを把握し、限られた持ち札の中で最も実際的なサービスの優先順位を設定する。次に、提供するサービスに、サービスを受ける対象となる人々の目をとめさせ、その利点を理解してもらえるようにする。コトラーとリーは、プロダクト、プライス（必要とあらば）、プレイス、プロモーションの役割を明確にさせる、核になる4つの「戦術的」マーケット活動すべてを実行することを推し進める。そして最後に、サービスを受ける対象となる人々にできるだけ効果的にサービスを届けるために不可欠で実践的なコミュニケーション戦略について説明する。読み進めていくうちに読者は、戦略的パートナーシップから評価やフィードバックまであらゆる項目を習得していることに気付くだろう。『Marketing in the Public Sector』には、ソーシャルマーケティングを通して市民に積極的な態度をとらせる方法について書かれた章も含まれている。この本は最初から最後まで、読者の携わる組織を「ローテク、ロータッチ（テクノロジーが進化することで、人との接触が希薄になる）」から「ハイテク、ハイタッチ（テクノロジーも進化し、人との接触も密になる）」に移行させるのに役立ち、たとえ一銭の出費に対してもより高い価値をもたらしてくれるだろう。
内容説明
Praise for Marketing in the Public Sector
“Professionally, as an academic turned politician, this bookif published a few years earlierwould 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 Marketing
- Use 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 areand satisfy them
- Influence positive behavior: 12 social marketing principles that work
Marketing in the Public Sector is a groundbreaking book written exclusively for governmental agencies. It offers dozens of marketing success stories from agencies of all typesfrom around the worldso 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 behaviorseven 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 futureand deliver more value for every penny you spend.
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カスタマーレビュー
Amazon.com で最も参考になったカスタマーレビュー (beta)
Amazon.com:
11件のカスタマーレビュー
6 人中、6人の方が、｢このレビューが参考になった｣と投票しています。
An Essential Marketing Primer for Public Agencies from a Most Reliable Authority
2006/11/27
形式:ハードカバー
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.
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.
5 人中、5人の方が、｢このレビューが参考になった｣と投票しています。
A focused, well-written and interesting book to help public sector folks meet their mission more effectively through marketing
2006/9/14
形式:ハードカバー
One of the biggest misconceptions people have about marketing is that it is synonymous with advertising or selling. That is like saying cooking is synonymous with plating your dish. Yes, it is a part of the subject, an important part, but it is only a small portion of the entire matter of the subject. Marketing, as all business students soon learn, is the whole of deciding what products to make (taking into consideration all factors related to the marketplace success of those products), how to position them, how to sell them, their "life", brand, communications, programs, and so much more. It is a big and complex subject than many happily devote a life to practicing and others a lifetime to researching.
Philip Kotler is himself a brand name in the book publishing world on this subject. A quick search of Amazon finds more books than you can easily count. They are usually done with co-authors, as is this one (Nancy Lee), and I am sure having his name on your book enhances its sales.
This is an enjoyable and informative book that is focused on helping those working in the public sector enhance their effectiveness through the use of marketing principles. I think it is a terrific idea because it will mean that these well meaning folks will be freed to re-think their organization, its purpose, its means of fulfilling that purpose, how it uses it revenues, how it raises revenues, re-evaluate the services (or products) it now offers and what it COULD offer, how it communicates to its "customers", what it is their customers prefer that they do, and everything else. In marketing, everything us up for grabs because a failure means extinction. In the public sector the extinction too often comes in the form of an ongoing bureaucratic and budgetary limbo. And that isn't fulfilling for those working in the organization or for those they were commissioned to serve.
The book comes in three parts:
Part I is the introduction. It provides chapters on "improving public sector performance by seizing opportunities to meet citizen needs" and "understanding the market mindset". Think of this as a crash course on the purposes of marketing as applies to the public sector.
Part II applies marketing tools to the public sector. This is an interesting crash course in marketing principles and techniques. It covers developing and enhancing popular programs and services, setting motivating prices, incentives, and disincentives, optimizing distribution channels, creating and maintaining a desired brand identity, communicating effectively with key publics, improving customer service and satisfaction, influencing positive public behavior (social marketing), and forming strategic partnerships (benefits, challenges, and risks).
Part III discusses managing the marketing process. It covers the challenging topic of managing and evaluating performance (almost a religious topic), and developing a compelling marketing plan.
I like the way the authors use mini-case studies to illustrate the principles they discuss as well as the pictures and graphics included in the text. This text will almost certainly be used in focused courses geared towards public sector workers and I think it will be a good text for that purpose. It can also be a good read for those outside the public sector who would like a crash course in marketing (maybe not-for-profits?).
Good book.
Philip Kotler is himself a brand name in the book publishing world on this subject. A quick search of Amazon finds more books than you can easily count. They are usually done with co-authors, as is this one (Nancy Lee), and I am sure having his name on your book enhances its sales.
This is an enjoyable and informative book that is focused on helping those working in the public sector enhance their effectiveness through the use of marketing principles. I think it is a terrific idea because it will mean that these well meaning folks will be freed to re-think their organization, its purpose, its means of fulfilling that purpose, how it uses it revenues, how it raises revenues, re-evaluate the services (or products) it now offers and what it COULD offer, how it communicates to its "customers", what it is their customers prefer that they do, and everything else. In marketing, everything us up for grabs because a failure means extinction. In the public sector the extinction too often comes in the form of an ongoing bureaucratic and budgetary limbo. And that isn't fulfilling for those working in the organization or for those they were commissioned to serve.
The book comes in three parts:
Part I is the introduction. It provides chapters on "improving public sector performance by seizing opportunities to meet citizen needs" and "understanding the market mindset". Think of this as a crash course on the purposes of marketing as applies to the public sector.
Part II applies marketing tools to the public sector. This is an interesting crash course in marketing principles and techniques. It covers developing and enhancing popular programs and services, setting motivating prices, incentives, and disincentives, optimizing distribution channels, creating and maintaining a desired brand identity, communicating effectively with key publics, improving customer service and satisfaction, influencing positive public behavior (social marketing), and forming strategic partnerships (benefits, challenges, and risks).
Part III discusses managing the marketing process. It covers the challenging topic of managing and evaluating performance (almost a religious topic), and developing a compelling marketing plan.
I like the way the authors use mini-case studies to illustrate the principles they discuss as well as the pictures and graphics included in the text. This text will almost certainly be used in focused courses geared towards public sector workers and I think it will be a good text for that purpose. It can also be a good read for those outside the public sector who would like a crash course in marketing (maybe not-for-profits?).
Good book.
7 人中、6人の方が、｢このレビューが参考になった｣と投票しています。
Well-Intentioned Public Sector Advice
2007/1/11
形式:ハードカバー
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.
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.
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ご意見はクチコミでお聞かせください。
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