Most of my public-sector career involved directing social marketing and the marketing of products and services. However, early on I had the opportunity to use my marketing skills to market major policy, program and legislative initiatives. I have written a number of blogs on social marketing and the marketing of programs, products and services but have never written a blog on what is called “Policy Marketing”.
In 1969, Levy and Kotler co-authored a paper in the AMA’s Journal of Marketing titled “Broadening the Concept of Marketing.” They laid out the idea that marketing was about more than goods and services, it was about places, people and ideas. Instead of simply focusing on soap, toothbrushes and televisions, they wanted to expand marketing to cover cities, ideas and policies.
These two workbooks are ideal for marketers and communicators working for government departments/agencies, non-profit/volunteer organizations, associations and social enterprises who are responsible for:
- Marketing programs, products, programs and/or services
- Social marketing, community outreach and public education programs