Маркетинг для государственных и общественных организаций - Нэнси Ли
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Нэнси Ли помимо степени МВА имеет более чем четвертьвековой практический опыт маркетинговой деятельности в государственных, частных некоммерческих организациях. Это третья книга, написанная ею в соавторстве с Филипом Котлером. Нэнси Ли читает курсы «Маркетинг в государственном секторе», «Социальный маркетинг» и «Маркетинг для некоммерческих организаций» в университетах Вашингтона и Сиэттла. Она является президентом компании Social Marketing Services, Inc., основанной в 1993 г., и консультирует местные и национальные государственные агентства и межправительственные организации по вопросам планирования стратегического маркетинга, проведения кампаний и оценки программ. Нэнси Ли часто выступает на конференциях и семинарах для менеджеров и администраторов программ, осуществляемых в государственном секторе.
Примечания
1
Osborne, David and Gaebler, Ted. Reinventing Goverment: How the Entrepreneurial Spirit Spirit Is Transforming the Public Sector. Addison-Wesley, 1992, pp. 20–21, 45–48.
2
Там же.
3
The United States Postal Service: An American History 1775–2002, Introductory Letter, Publication 100, September 2003, United States Postal Service, Washington D. C.
4
The United States Postal Service: An American History 1775–2002, Publication 100, September 2003, United States Postal Service, Washington D. C., p. 25.
5
2004–2008 USPS Five-Year Strategic Plan (September 2003) (доступен на USPS.com), www.usps.com.
6
Philip Kotler and Kevin L. Keller, Marketing Management, 12th ed. (Upper Saddle River, NJ: Prentice Hall, 2005), pp. 15–23.
7
Peter F. Drucker, Management: Tasks, Responcibilities, Practicies (New York, Harper & Row, 1973), pp. 64–65.
8
Philip Kotler and Alan Andreasen, Strategic Marketing for Nonprofit Organizations, 4th ed. (Upper Saddle River, NJ: Prentice Hall, 1991), p. 125.
9
Там же.
10
Philip Kotler and Gary Armstrong, Principles of Marketing, 9th ed. (Upper Saddle River, NJ: Prentice Hall, 2001, pp. 193–197.
11
Там же.
12
Everett M. Rogers, Diffusion of Innovations, 5th ed. (New York: Free Press, 2003).
13
Philip Kotler and Gary Armstrong, Principles of Marketing, 9th ed. (Upper Saddle River, NJ: Prentice Hall, 2001), pp. 245–261.
14
Там же, pp. 259–262.
15
Там же, pp. 266–267.
16
John Zagula and Richard Tong, The Marketing Playbook: Five Battle-Tested Plays for Capturing and Keeping the Lead in Any Market (New York: The Penguin Group, 2004).
17
Kotler and Keller, Marketing Management, p. 372.
18
Kotler and Armstrong, Principles of Marketing, p. 371.
19
Philip Kotler, Ned Roberto, and Nancy Lee, Social Marketing: Improving the Quality of Life (Thosand Oaks, CA: Sage, 2002), p. 264.
20
Kotler and Keller, Marketing Management, p. 20.
21
Robert Lauterborn, «New Marketing Litany: 4P’s Passe; C-Words Take Over», Advertising Age, October 1, 1990, p. 26.
22
Kotler and Andreasen, Strategic Marketing, p. 617.
23
Kotler and Andreasen, Strategic Marketing, p. 618.
24
American Marketing Association, 2004.
25
Philip Kotler and Gary Armstrong, Principles of Marketing, 9th ed. (Upper Saddle River, NJ: Prentice Hall, 2001), pp. 72–73.
26
Philip Kotler and Kevin L. Keller, Marketing Management, 12th ed. (Upper Saddle River, NJ: Prentice Hall, 2005), p. 699.
27
International Obesity Task Force, «Childhood Obesity», May 4, 2005, http://www.iotf.org/childhood/.
28
United Press International: Food: «TV chef transforms U.K. school meals», March 22, 2005, http://www.upi.com/view.cfm?StoryID==20050322=101930-7242r (accessed May 2, 2005).
29
Sidney Morning Herald, «Jamie gives school meals the wooden spoon», March 24, 2005, www.smh.com.au.
30
Там же.
31
International Herald Tribune, «Chef whips U.K. school cafeterias into shape», April 25, 2005, Sarah Lyall, The New York Times, http://iht.com/bin/print_ipub.php?file=/articles/2005/04/24/news/cook.php.
32
Там же.
33
Там же.
34
Там же.
35
United Press International: Food: «TV chef transforms U.K. school meals», March 22, 2005, http://www.upi.com/view.cfm?StoryID=20050322=101930-7242r.
36
Future School News, http://www.futureschool.ca/newsindustrynews.cfm?ArtickeID=633 (accessed May 2, 2005).
37
Sydney Morning Herald, «Jamie gives school meals the wooden spoon», March 24, 2005, www.smh.com.au.
38
United Press International: Food: «TV chef transforms U.K. school meals», March 22, 2005, http://www.upi.com/view.cfm?StoryID=20050322=101930-7242r.
39
International Herald Tribune, «Chef whips U.K. school cafeterias into shape», April 25, 2005, Sarah Lyall, The New York Times, http://iht.com/bin/print_ipub.php?file=/articles/2005/04/24/news/cook.php.
40
Sydney Morning Herald, «Jamie gives school meals the wooden spoon», March 24, 2005, www.smh.com.au.
41
International Herald Tribune, «Chef whips U.K. school cafeterias into shape», April 25, 2005, Sarah Lyall, The New York Times, http://iht.com/bin/print_ipub.php?file=/articles/2005/04/24/news/cook.php.
42
Kotler and Armstrong, Principles of Maketing, p. 300.
43
Silicon Valley Power, City of Santa Clara, California, publication, 2002.
44
http://siliconvalleypower.com (accessed May 9, 2005).
45
David Osborne and Ted Gaebler, Reinventing Goverment: How the Entrepreneural Spirit Is Transforming the Public Sector (Plume, 1993), pp. 193–194.
46
Kotler and Armstrong, Principles of Maketing, p. 294.
47
http://www.ezpass.com (accessed May 9, 2005).
48
Kotler and Armstrong, Principles of Marketing, pp. 338–353.
49
Там же, p. 340.
50
Osborne and Gaebler, Reinventing Government, p. 219.
51
http://www.lyricksfreak.com/k/kenny-rogers/77876.html (accessed May 12, 2005).
52
http://www.2good2toss.com.
53
http://www.ojp.usdoj.gov/pressreleases/OJJDP05008.htm.
54
http://www.amberalert.gov/ (acessed May 12, 2005).
55
Kotler and Keller, Marketing Management, pp. 322–324.
56
Адаптировано из Kotler and Keller, Marketing Management, pp. 322–331.
57
Там же.
58
James Nevels, «Reading, Writing, ROI», Forbes, March 14, 2005, p. 38.
59
The Communication Initiative – Experiences – Nepalese Health Fairs – Nepal http://www.comminit.com/experiences/pds12004/experiences-457.htlm (accessed May 19, 2005).
60
Официальный сайт музея Лувра, http://www.louvre.fr/anglais/palais/museum.htm (accessed May 19, 2005).
61
Там же.
62
National Highway Traffic Safety Administration, «The Economic Impact of Motor Vehicle Crashes», 2000, Technical Report Documentation. Report date, May 2002.
63
National Highway Traffic Safety Administration, «Program for Hispanics», http://www.buckleuptexas.com/clickit/ (accessed May 26, 2005).
64
Там же.
65
U. S. Department of Transportation – NHTSA, «The Facts to Buckle Up America», http://www.nhtsa.dot.gov/people/injury/airbags/ buasbteens03/.
66
U. S. Department of Transportation – NHTSA, «Click it or Ticket 2005 Mobilization – Fact Sheet: Safety Belt Use», http://www.buckleupamerica.org/nmay05fact_sheet.php (accessed May 26, 2005).
67
http://www.nhtsa,dot.gov/people/injury/airbags/clickit_ticket03/ciot-report04/CIOT%20May%202003/pages/Intro.htm (accessed May 26, 2005).
68
U. S. Department of Transportation – NHTSA, «Click it or Ticket 2005 Mobilization – Fact Sheet: Safety Belt Use», http://www.buckleupamerica.org/nmay05fact_sheet.php (accessed May 26, 2005).
69
http://www.tdot.state.tn.us/ClickItorTicket/.
70
«Not bucklin up? Click It or Ticket program returns», Detroir Free Press, http://www.freep.com/news/metro/belt16e_20059516.htm (accessed May 26, 2005).
71
Там же.
72
U. S. Department of Transportation – NHTSA, «Click it or Ticket 2005 Mobilization – Fact Sheet: Safety Belt Use», http://www.buckleupamerica.org/nmay05fact_sheet.php (accessed May 26, 2005).
73
NHTSA, Economic Impact of Crashes 2002.
74
U. S. Department of Transportation – NHTSA, «Click it or Ticket 2005 Mobilization – Fact Sheet: Safety Belt Use», http://www.buckleupamerica.org/nmay05fact_sheet.php (accessed May 26, 2005).
75
«Not bucklin up? Click It or Ticket program returns», Detroit Free Press, http://www.freep.com/news/metro/belt16e_20059516.htm (accessed May 26, 2005).
76
Philip Kotler and Kevin L. Keller, Marketing Management, 12th ed. (Upper Side River, NJ: Prentice Fall, 2005), pp. 437–450.
77
Philip Kotler and Gary Armstrong, Principles of Marketing, 9th ed. (Upper Saddle River, NJ: Prentice Hall, 2001), p. 403.
78
* То есть автомобилей на биотопливе или с электрическим двигателем. – Примеч. ред.
79
Rama Lakshmi, «A Meal and a Chance to Learn». Special to The Washington Post, April 28, 2005.
80
Там же.
81
Don Edwards Post, «Ten-Hut! The Army’s Bungling Recruitment», Washingtonpost.com, Sunday, June 12, 2005.
82
Ann Scot Tyson, «Army Aims to Catch Up on Recruits in Summer», Washingtonpost.com, Saturday, June 11, 2005.
83
The Week, May 6, 2005, p. 8.
84
John Ritter, «Towns offer free landto newcomers», USA Today, February 9, 2005, p. 1.
85
http://kansasfreeland.com (accessed June 27, 2005).
86
Arthur Stamoulis, «Tax on Plastic Bags Works», The Woodchuck Cafe, http://www.greenworks.tv/woodchuckcafe/archives/feature_plasticbagtax.asp (accessed June 28, 2005).
87
«Irish bag tax hailed success», BBC News, Tuesday, August 20, 2002, http://news.bbc.co.uk/1/hi/world/europe/2205419.stm (accessed June 28, 2005).
88
«Owners told to walk dogs or pay up». The Courier Mail, Queensland Newspapers, April 24, 2005, http://www.thecouriermail.news.com.au/printpage/0,5942,15070795,00.html.
89
Peter Edidin, «Birds and beers in Singapore», International Herald Tribune, Tuesday, February 10, 2004, p. 2.
90
«Measure of Sustainability Eco-Labeling», http://www.canadianarchitect.com/asf/perspectives_sustainability/measures_of_sustainability/measures_of_sustainability_ecolabeling.htm.
91
http://www.blauer-engel.de/englisch/navigation/body_blauer_engel.htm.
