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Marketing Strategy from the Masters (Collection) by David J. Reibstein, Nancy Lee, Larry Light, Paul W. Farris, Joan Kiddon, Philip Kotler, Phillip E. Pfeifer, Neil T. Bendle

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1. Improving Public Sector Performance by Seizing Opportunities to Meet Citizen Needs

Let us begin with the end in mind, painted by scenes from a day in a not too distant future—a day in which the interests of citizens, as well as public sector agencies, are served:

In OregonTodd checks his morning online newspaper and rereads a headline—to be sure it was for real. “Post Office reports record profits and will hold first-class stamp rates at 39 cents for the next five years.” It seems services for small businesses are soaring.

In KansasSophie heads out the door with her fourth-grade daughter eager to see if this “walking school bus program” the school district raves about will really help Allison lose the ten pounds her pediatrician said she ...

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