個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Marketing - A Tool to Create Public Value
內容大綱
This note provides an overview of the elements of marketing strategy, and explains how they can be applied in the public and not-for-profit sectors. Elements necessary for a successful marketing strategy (segmentation, pricing (including price discrimination), product design, place/distribution, and promotion) are examined, and then applied to public sector examples, such as: NYC's Municipal Identification Card program, a hypothetical needle exchange program, and mass transit systems. This note concludes with practical advice for implementing a marketing strategy.