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Marketing in the Public Sector
Book

Marketing in the Public Sector

A Roadmap for Improved Performance

Philip Kotler and Nancy Lee
Wharton School Publishing, 2006

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Editorial Rating

7

Qualities

  • Applicable

Recommendation

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.

Take-Aways

  • "Social marketing" seeks to change the behavior of individuals for the benefit of all.
  • United States taxpayers pay about 40% of their gross incomes in taxes, so people want to see their tax dollars spent efficiently.
  • Public sector administrators can use marketing tools to create programs that do the most good for the greatest number of people.

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.

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