| Description |
xvi, 384 pages : illustrations ; 25 cm |
| Series |
Praeger series in public and nonprofit sector marketing |
|
Praeger series in public and nonprofit sector marketing.
|
| Contents |
Part I: Developing Perspective and Marketing Practice -- Marketing, the State, and Legitimacy / Frederick D. Sturdivant -- Government Marketing: An Inquiry into Theory, Process, and Perspective / Michael P. Mokwa -- Government Goods and Services: Characteristics and Concepts for Marketing Analysis / Thaddeus H. Spratlen -- An Innovation Adoption Perspective for Marketing in the Government / Dale D. Achabal and Robert W. Backoff -- Problems Applying Conventional Wisdom to Social Marketing Programs / Paul N. Bloom and William D. Novelli -- Part II: Exploring Government Programs -- Marketing and Manning the Military / A.J. Martin -- Marketing the National Food Stamp Program: Can A Public Welfare Program Be Run Like a Business? / S. Prakash Sethi -- An International Perspective on Public Sector Marketing / Christopher H. Locelock -- Comparative Public Sector Marketing: Contrasting Two Canadian Programs / J.A. Barnhill and Stanley J. Shapiro -- Causes of Mass Consumption-Related Societal Problems and the Role of Marketing in Fostering Solutions / Chris T. Allen -- The Role of Marketing in the Introduction of Consumer Products by Government / George Tesar -- The Situation Confronting Introduction of the Anthony Dollar / Claude R. Martin, Jr. -- Part III: Using Marketing Research -- Program Planning and Evaluation: A Citizen-Oriented Approach -- Sample Surveys as Feedback Mechanisms for Guiding Municipal-Level Decision Making / Peter J. May -- Estimating Population Parameters for the U.S. Postal Service: Methodological Issues in Developming and Using a New Sampling Frame / Muriel Converse, Steven G. Heeringa, and Maureen Kallick -- Consumer Research in the Federal Government / Kenneth L. Bernhardt -- Implications of Increased Government Regulations for the Quality and Relevance of Marketing Research / Yoram Wind -- The Characteristics of Knowledge: Corporate and Public Policy Insights / Rohit Deshpande and Gerald Zaltman -- Part IV: Extending Marketing Practice and Investigating the Consequences -- The Marketing of Laws as an Alternative to Enforcement / Sandra M. Huszagh, Frederick W. Huszagh, and Kevin B. Buice -- Using Marketing Techniques to Increase Immunization Levels: A Field Experiment / Gary T. Fod and Robert E. Spekman -- The Marketing Environment Review: Design, Implementation, and Applications for State Development Programming / Kenneth J. Roering and Ben M. Enis -- Government Marketing Through Public Service Advertising / Stephen J. Weber -- Governments as Marketers: Issues of Management and Public Policy / Ben M. Enis -- A Framework for Analyzing the Ethics of Marketing Interventions / Jerry I. Porras and Charles B. Weinberg |
| Notes |
Collection of papers from the May 1979 workshop held at Yale University, co-sponsored by the American Marketing Association |
| Bibliography |
Includes bibliographies |
| Subject |
Government marketing.
|
|
Government publicity.
|
|
Marketing.
|
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Public goods.
|
| Genre/Form |
Conference papers and proceedings.
|
| Author |
Mokwa, Michael P.
|
|
Permut, Steven E
|
|
American Marketing Association.
|
|
Yale University.
|
| LC no. |
81000308 |
| ISBN |
0030583160 |
|
