Маркетинг для государственных и общественных организаций - Нэнси Ли

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

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2

Там же.

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9

Там же.

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Philip Kotler and Gary Armstrong, Principles of Marketing, 9th ed. (Upper Saddle River, NJ: Prentice Hall, 2001, pp. 193–197.

11

Там же.

12

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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

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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

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22

Kotler and Andreasen, Strategic Marketing, p. 617.

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Kotler and Andreasen, Strategic Marketing, p. 618.

24

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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.

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Там же.

31

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32

Там же.

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Там же.

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Там же.

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36

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37

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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

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43

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44

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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

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48

Kotler and Armstrong, Principles of Marketing, pp. 338–353.

49

Там же, p. 340.

50

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54

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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

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Там же.

62

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Там же.

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Там же.

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73

NHTSA, Economic Impact of Crashes 2002.

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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.

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«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

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90

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