Нэнси Ли - Маркетинг для государственных и общественных организаций
- Название:Маркетинг для государственных и общественных организаций
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- Издательство:Издательство «Питер»046ebc0b-b024-102a-94d5-07de47c81719
- Год:2008
- Город:Санкт-Петербург
- ISBN:978-5-91180-361-2
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Нэнси Ли - Маркетинг для государственных и общественных организаций краткое содержание
«Маркетинг для государственных и общественных организаций» – книга-откровение, предназначенная специально для работников государственной сферы. Она содержит десятки историй успеха госорганизаций всех типов и со всего мира. Всемирно известный эксперт Филип Котлер и консультант по социальному маркетингу Нэнси Ли показывают, что маркетинг – это не просто очередная статья расходов и отнюдь не только коммуникации, а целый комплекс мероприятий по повышению уровня жизни граждан. Книга познакомит вас с базовыми устоями маркетинга применительно к государственной сфере, научит применять маркетинговые инструменты с целью обретения поддержки граждан и воздействия на общественное мнение в целом. Конечная цель этих мероприятий, к которой и сводится идея авторов, – это увеличение доходной части бюджета государственной структуры и уменьшение расходной.
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30
Там же.
31
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Там же.
33
Там же.
34
Там же.
35
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47
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Kotler and Armstrong, Principles of Marketing , pp. 338–353.
49
Там же, p. 340.
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Kotler and Keller, Marketing Management , pp. 322–324.
56
Адаптировано из Kotler and Keller, Marketing Management , pp. 322–331.
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Там же.
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Там же.
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Там же.
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Там же.
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* То есть автомобилей на биотопливе или с электрическим двигателем. – Примеч. ред .
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80
Там же.
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109
От англ. brand – тавро. – Примеч. перев .
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