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    Public Sector Marketing Tony Proctor

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    Père elie Assaad
    The document discusses how internal marketers in organizations are using intranets as powerful tools for management communication and interaction. It provides examples of how government is modernizing its services through various e-government initiatives and frameworks that aim to make information more accessible through electronic means.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd

    Public Sector Marketing Tony Proctor

    Uploaded by

    Père elie Assaad
    18 views8 pages
    The document discusses how internal marketers in organizations are using intranets as powerful tools for management communication and interaction. It provides examples of how government is modernizing its services through various e-government initiatives and frameworks that aim to make information more accessible through electronic means.

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    9780273715115_pp14

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    The document discusses how internal marketers in organizations are using intranets as powerful tools for management communication and interaction. It provides examples of how government is modernizing its services through various e-government initiatives and frameworks that aim to make information more accessible through electronic means.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    18 views8 pages

    Public Sector Marketing Tony Proctor

    Uploaded by

    Père elie Assaad
    The document discusses how internal marketers in organizations are using intranets as powerful tools for management communication and interaction. It provides examples of how government is modernizing its services through various e-government initiatives and frameworks that aim to make information more accessible through electronic means.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 8

    Slide 14.

    Public Sector Marketing

    Tony Proctor

    Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007
    Slide 14.2

    Chapter 14

    Marketing via the Internet and


    Intranet

    Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007
    Slide 14.3

    Internal marketing needs

    Initially, internal marketers employed the same


    kind of communication media as externally
    orientated marketers when interacting with target
    audiences. Internal marketers, however, have
    recognised the interactivity and efficiency potential
    of Internet technology. Intranets can become
    powerful tools for management in organisations
    that are increasingly fragmented and at the same
    time subject to discontinuous change

    Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007
    Slide 14.4

    IT and Marketing

    • Customer databases • Help lines


    • Customer relationship • Marketing planning systems
    management systems • Marketing modelling
    • Ecommerce applications
    • Mobile communication devices
    • Data analysis packages
    • Computer links with suppliers
    • Intranets
    • Decision support systems
    • Electronic data
    • Computer links with customers
    interchange (EDI)
    • Project management software
    • Internet survey – design
    and application • Networked computers
    • Email • Word processing
    • Video conferencing • Spreadsheets
    • Executive decision • Laptops
    support systems • Presentation software
    Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007
    Slide 14.5

    Modernising government

    • building services around citizens’ choices;


    • making government and its services more
    accessible;
    • social inclusion; and
    • using information more efficiently.

    Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007
    Slide 14.6

    e-Government Metadata Framework:


    the e-GMF
    • The main drivers behind the e-GMF were
    • the need to make government information easily
    available to businesses, members of the public, and
    indeed to civil servants themselves, without them having
    to be familiar with the structure of government or know
    what each organisation is responsible for
    • the need to develop electronic records management
    systems in line with the guidelines laid down by the UK
    Public Record Office
    • the requirements of the UK Freedom of Information Act
    and Data Protection Act
    • the continuing need to improve efficiency
    Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007
    Slide 14.7

    How the web creates value for customers

    • Customers can receive personalised service to their requirements, This can


    be achieved either in terms of how the offer is communicated or in terms of
    whether service attributes are personalised.
    • Cosmetic customisers present a standard service in various ways to
    different customers. For example, many Web sites give a personalised
    greeting to regular visitors, but the content of the site is unchanged.
    • Transparent customisers provide individually customised services, but do
    not explicitly communicate this personalisation. For example, the latest sites
    make 'smart offers' personalised presentations of services, based on the
    visitor's history. The idea is to work out the visitor's needs and preferences
    without asking.
    • Adaptive customisation uses the same service and message but the service
    has multiple settings, allowing the buyer to customise it.
    • Collaborative customisation is the ultimate one-to-one marketing. It involves
    the company conducting a dialogue with individual customers to help them
    define their needs, to identify the precise offering that fulfils those needs,
    and to make customised services for them.
    Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007
    Slide 14.8

    Internal e-market segments

    Figure 14.1 Directing the newletters to different e-market segments


    Source: ‘Directing the newsletter to different e-market segments’. Clipart fromGSP Pictures 5000. Reprinted with permission

    Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007

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