Philip Kotler and Nancy Lee encourage governments to learn from private sector marketing principles and techniques. It's a great idea, and they make a persuasive case that "social marketing" can change society, or at least certain aspects of it. The book is full of practical tips. Using examples from social marketing campaigns around the world, Kotler and Lee demonstrate how to apply basic marketing ideas in the public sector. Creative approaches have injected new life into many social programs, ranging from environmental awareness to customer service. getAbstract recommends this book to public officials and leaders of nonprofit organizations who are looking for new ways to educate their constituents.
In this summary, you will learn
- How the public sector can benefit from applying basic marketing principles to its operations;
- How to conduct a "social marketing" campaign; and
- How public sector organizations have used social marketing successfully.
About the Authors
Philip Kotler is a professor of international marketing at Northwestern's Kellogg School of Management and a consultant to major companies. He is the author of Marketing Management and 34 other books. Nancy Lee has more than 25 years of marketing experience in the public and private sectors. She is an adjunct faculty member at the University of Washington. Kotler and Lee also co-wrote Social Marketing and Corporate Social Responsibility.