getAbstract Summary: Get the key points from this book in less than 10 minutes.

Philip Kotler and Nancy Lee encourage governments to learn from private sector marketing principles and techniques. It's a great idea, and they make a persuasive case that "social marketing" can change society, or at least certain aspects of it. The book is full of practical tips. Using examples from social marketing campaigns around the world, Kotler and Lee demonstrate how to apply basic marketing ideas in the public sector. Creative approaches have injected new life into many social programs, ranging from environmental awareness to customer service. getAbstract recommends this book to public officials and leaders of nonprofit organizations who are looking for new ways to educate their constituents.

Book Publisher:

Wharton School Publishing