Public sector marketing book develops your marketing abilities

Marketing public sector services [Public sector marketing]

The public sector marketing book by HB Publications, ‘Marketing in the public sector’, is part of the series called ‘Essential skills for the public sector’. Available as a book and eBook, the book explains the principles of marketing and applies them in a public and non-profit sector environment.

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Understanding how marketing techniques can be used in the public sector has become increasingly important. Effective marketing strategies ensure the focus of public sector services is on their customers. This is especially important in the current competitive environment and budgetary constraints. Public sector managers should see marketing as a fundamental part of the management process, and this book gives them the knowledge to do so effectively.

The book provides examples and practical exercises, enabling learners to apply their theoretical knowledge in practice. This encourages self-development and continuous improvement.

The book is ideal for those wanting to improve and become confident in their marketing abilities in the public or non-profit sector. The book is easy to read and is written in a simple style.

The public sector marketing book includes the following topics:

What is marketing?

Marketing definitions
Identifying customer needs
Anticipating customer needs
Satisfying customer needs
Understanding market conditions
Marketing versus selling
Summary

The marketing mix

The four pillars of marketing
Product or service
Product life cycle
Place
Price
Promotion (advertisement)
People (the fifth pillar)
Summary

The marketing plan

The marketing planning process
Setting objectives
Developing the marketing strategy
Analysing the market place
Identifying customer types
Defining target customers
Determining the competitive edge
Developing the marketing plan
Implementing the marketing plan
Summary

Marketing in a public sector environment

Differences between the private and public sector
Developing a marketing organisation

Practical use of marketing techniques

Market research
Application of the marketing mix
Public relations
Relevance of selling
Internal marketing

Marketing case studies

Public sector marketing book specifications

Details	Information
Title	Marketing Public Sector Services
Authors	Jennifer Bean Lascelles Hussey
Language	English
Publication date	1st January 2012
Publisher	HB Publications
ISBN	978 1 899448 77 7
Size	150 × 210
Pages	133 pages