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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Government Sector Fairs Poorly in Adoption of Marketing Best Practices

Published in Canadian Government Executive

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

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

Doug Church, Partner, Phase 5

Marketing has been a fundamental practice in business for many years. While marketing remains a major management function in business, it is now being used, albeit with varying degrees of success, in government.  With governments, crown corporations/agencies and other public institutions spending significant dollars delivering programs and services, there is a need for increased efficiency, accountability and responsiveness. With the shift of the public sector to more of a managerial, business-like approach, the adoption of marketing practices can serve as a key component in strengthening accountability in government operations.

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Government Sector Fairs Poorly in Adoption of Marketing Best Practices

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Why Marketing Matters More Than Ever in the Public and Not-For-Profit Sectors

By Jim Mintz and Bernie Colterman, Managing Partners, CEPSM

Brief:

In today’s economically challenged and constantly changing environement, most government and non-profits are still operating with the same traditional models and these are simply not working anymore. And with the need for increased efficiency, accountability and transparency in all sectors, along with a requirement to be more strategic in the prioritization and delivery of programs, services and other social initiatives couldn’t be stronger. In this article, Mintz and Colterman outline six key practices that publicly-driven organizations and professional associations need to adopt to thrive in these challenging times.

Full Article: Why Marketing Matters More Than Ever in the Public and Not-For-Profit Sectors

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