The Case for Marketing in the Public Sector

Published in Optimum Online: The Journal of Public Sector Management. Vol 36, Issue 4, December 2006, Page 40

James H. Mintz, Managing Partner, Center of Excellence for Public Sector Marketing

Doug Church, Partner, Phase 5

Bernie Colterman, Managing Partner, Center of Excellence for Public Sector Marketing

Marketing has been a fundamental practice in business for many years and has its roots there. While marketing remains a major management function in business, a new study by the Centre of Excellence for Public Sector Marketing and Phase 5 on the State of Marketing in the Public and Non-Profit Sectors demonstrates that government organizations are only beginning to recognize the contribution that strategic marketing management can make to the performance of their organizations, programs and services.

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The Case for Marketing in the Public Sector

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