Contents
Chapter 1. Improving Public Sector Performance by Seizing Opportunities to Meet Citizen Needs
What Do Citizens Want and Get from Public Agencies?
What Tools Currently Used in the Private Sector Can Most Benefit the Public Sector?
What Role Can Marketing Play in Improving the Performance of Public Agencies?
Chapter 2. Understanding the Marketing Mindset
Opening Story: The United States Postal Service—A Work in Progress
Part II. Applying Marketing Tools to the Public Sector
Chapter 3. Developing and Enhancing Popular Programs and Services
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