Ronald Series on Marketing Management

1 total work

Marketing Government and Social Services

by John L. Crompton and Prof C. Lamb

Published 18 February 1986

This innovative approach to managing government agencies, shows administrators how to apply private-sector marketing concepts and strategies to the delivery of public services. It explains how an agency's problems can be understood from a marketing perspective and offers practical, 'hands-on' guidance for developing marketing-based solutions that coordinate distinct yet interrelated functions into an integrated service delivery system. Also provided is a general introduction to marketing along with specific marketing-based ideas for program planning, development, budgeting, public relations and management.