Written by : Philip Kotler & Nancy Lee

Book review Presented by : Clara Soon

„ Philip Kotler:
- Professor of International Marketing at
Kelogg School of Management;
- This is his 12th edition of marketing
management book; and
- His research covers strategic marketing,
innovation, consumer marketing, business-
marketing, service marketing, distribution,
e-marketing and social marketing.
„ Nancy Lee:
- 25 years of practical marketing experience
in the public, private and non profit sectors;
- This is the third book she co-authored with
Philip Kotler; and
- An adjunct faculty member of the University
of Washington and Seattle University where
she teaches Marketing in the Public Sector,
Social Marketing and Marketing for
Nonprofit Organisation.
„ Marketing in the Public Sector by Philip Kotler
and Nancy Lee is interesting because:
- It is fill with insights for people who want to
communicate effectively about government
programs;
- This book provides a planning framework for
public sector officers engaged in various levels
of marketing and communications; and
- This book showcase the real-world examples,
and demonstrates the marriage of commercial
marketing concepts into public sector practice.
„ Every society needs a public sector to:
- define the operating principles of the
society;
- Perform those public services that are
critical to the public interests, e.g., defense
& military, health, education and etc; and
- Provide necessary public services that
neither the private sector nor the nonprofit
sector could offer with existing resources.
„ Unfortunately, society are critical and
perceived that the government services are
making wasteful purchases and offering lack
needed services.
„ Specific complains that are probably familiar to
you:
- Tax are high, and we are not getting our
money’s worth;
- The nation’s public infrastructure (bridges,
roads, etc) is deteriorating in spite of road tax;
- Public employees are often slow and inflexible
because of excessive bureaucracy and rules;
- Poorer citizens are given inadequate help to
improve their conditions and escape the cycle
of poverty; and
- Public employees are over protected even in the
face of incompetence.
„ Clearly, the public needs improvement to its
real and perceived performance in order to
raise the public’s confidence and satisfaction.
„ Total quality management;
„ Customer-driven strategy;
„ Self-managing teams;
„ Performance metrics and appraisal;
„ Outsourcing;
„ E-government and e-information;
„ Learning organisations; and
„ Visionary leadership.
„ Marketing turns out to be the best
planning platform for public agencies
to meet citizen needs and deliver real
value.
„ In the private sector, marketing’s
mantra is customer value and
satisfaction whereas for the public
sector, the mantra will be on the
citizen’s value and satisfaction.
„ Five earmark of a successful marketing
mindset:
- Adopting a Customer-Centered Focus;
- Segmenting and Targeting the Market;
- Identifying the Competition;
- Utilizing all 4Ps (Product, Price, Place and
Promotion) in the Marketing Mix; and
- Monitoring efforts and Making Adjustments.
I. Developing and Enhancing Popular
Programmes and Services

„ Marketing functions is equally important in the

public sector especially for those who are
programme managers.
„ The most important component in developing
and enhancing popular programmes and
services is the “Product”.
„ In the marketing theory, product is broadly
interpreted and refers to anything that can be
offered to a market by an organization or
individual to satisfy a want or need.
II. Setting Motivating Prices, Incentives and
Disincentives

„ Price is one key marketing tool that

organisation uses to achieve its marketing
objectives particularly in influencing a buyer’s
decision.
„ E.g Monetary Incentives- to encourage young
people to joint the military duty .
„ Monetary disincentives strategy is used
to influence citizens not to do
something. E.g.:
- Discouraging the purchase and
littering of plastic bags;
- Discouraging animal harm; and
- Discouraging littering
II Optimizing Distribution Channels

„ Distributing channels are the means used

to deliver offerings and the means that
citizens have to access them.

„ In the marketing mix, “Place” is one of

the most critical decisions facing the
management.
III. Communicating Effectively with Key Public
„ Promotion, the 4th “P” in the marketing toolbox is
persuasive communication intended to ensure that
target audience:

- Know about your offer;

- Experience the benefits as promised; and
- Inspired to act.

„ Three major components of communications are

message, messengers and communication channel.
IV. Improving Customer Service and satisfaction

V. Forming Strategic Partnerships

„ E.g., public/private partnership

1. Gathering Citizen Data, Input and
Feedback

2. Monitoring and Evaluating Performance

3. Developing a Compelling Marketing

Plan