The philosophical underpinning of this book is that all organizations need to be aware of their stakeholders (shareholders) and know how to communicate with and manage them. Using a number of contemporary case studies both as examples and employing vignettes to outline core areas of theory, the text attempts to put together a number of tools to gauge and measure contemporary government and political activity. Its central argument is that marketing can be applied equally to societal life as it can to the commercial market.
Inhaltsverzeichnis
Introduction
Development of Not-for-Profit Marketing
Non-Governmental Organization Campaigning and Services Marketing within the Modern Public State
Applying the Marketing Audit within Stakeholder Society
Segmentation and the Marketing Mix Using Cases
Market Orientation, Reputation Management, Corporate Identity and Corporate Governance within Modern Society
Implementation
Management and Control
Evolving Communication
E-Marketing/Government, Resistance and NGO Dialogue
Lobbying Pressure Groups, Fund-Raising, Cause Related Marketing, Machiavelli, Milton and Faust
Political Marketing
Pressure and Campaigns
Future Directions and Regulating the Regulators
