Article1987

Marketing Government and Social Services

Patrick E. Murphy · John L. Crompton · Charles W. Lamb

186 citations0/0 files storedJournal of Marketing

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Marketing and Advertising Strategies Public Policy and Administration Research Healthcare, Law, Governance, and Management Studies

Abstract

What is Marketing? Relevance of Marketing to Government and Social Service Agencies Developing a Marketing Plan Evaluating Marketing Efforts Identifying Potential Target Markets Selecting Target Markets and Identifying Sources of Unresponsiveness Allocation Decisions: Equity Issue Strategic Distribution of Services Program Management New Program Development Diffusion of New Services Program Retrenchment Objectives of Pricing Establishing a Price Promotion: An Overview Advertising and Public Service Announcements Personal Selling Publicity and Incentives.

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