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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.
List of contents
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
About the author
Professor Phil Harris is Professor Emeritus at the University of Chester and was previously Executive Director of the Business Research Institute and held the Westminster (Grosvenor) Chair in Marketing and Public Affairs. He is a past Chairman of the Marketing Council (UK) PLC, Board member of the Chartered Institute of Marketing, Professor of Marketing at the University of Otago, New Zealand and Founding Director of the Centre for Corporate and Public Affairs at Manchester Metropolitan University. Prior to becoming an academic he held positions in the international chemical, and foods industries with ICI and RHM and has chaired or been a board member of the American Marketing Association, Academy of Marketing, and the Australian and New Zealand Marketing Academy. He has advised government on Medium Sized Businesses and Small Business and helped found the Educate North Awards in 2015 and University Enterprise Challenge in 2016 and is very focused on developing high quality entrepreneurs regionally and internationally both in the not for profit, private and public sectors.
