Government Marketing Theory and Practice (Praeger series in public and nonprofit sector marketing)

Part I: Developing Perspective And Marketing Practice -- Marketing, The State, And Legitimacy / Frederick D. Sturdivant -- Government Marketing: An Inquiry Into Theory, Process, And Perspective / Michael P. Mokwa -- Government Goods And Services: Characteristics And Concepts For Marketing Analysis / Thaddeus H. Spratlen -- An Innovation Adoption Perspective For Marketing In The Government / Dale D. Achabal And Robert W. Backoff -- Problems Applying Conventional Wisdom To Social Marketing Programs / Paul N. Bloom And William D. Novelli -- Part Ii: Exploring Government Programs -- Marketing And Manning The Military / A.j. Martin -- Marketing The National Food Stamp Program: Can A Public Welfare Program Be Run Like A Business? / S. Prakash Sethi -- An International Perspective On Public Sector Marketing / Christopher H. Locelock -- Comparative Public Sector Marketing: Contrasting Two Canadian Programs / J.a. Barnhill And Stanley J. Shapiro --^ Causes Of Mass Consumption-related Societal Problems And The Role Of Marketing In Fostering Solutions / Chris T. Allen -- The Role Of Marketing In The Introduction Of Consumer Products By Government / George Tesar -- The Situation Confronting Introduction Of The Anthony Dollar / Claude R. Martin, Jr. -- Part Iii: Using Marketing Research -- Program Planning And Evaluation: A Citizen-oriented Approach -- Sample Surveys As Feedback Mechanisms For Guiding Municipal-level Decision Making / Peter J. May -- Estimating Population Parameters For The U.s. Postal Service: Methodological Issues In Developming And Using A New Sampling Frame / Muriel Converse, Steven G. Heeringa, And Maureen Kallick -- Consumer Research In The Federal Government / Kenneth L. Bernhardt -- Implications Of Increased Government Regulations For The Quality And Relevance Of Marketing Research / Yoram Wind -- The Characteristics Of Knowledge: Corporate And Public Policy Insights / Rohit Deshpande And Gerald Zaltman --^ Part Iv: Extending Marketing Practice And Investigating The Consequences -- The Marketing Of Laws As An Alternative To Enforcement / Sandra M. Huszagh, Frederick W. Huszagh, And Kevin B. Buice -- Using Marketing Techniques To Increase Immunization Levels: A Field Experiment / Gary T. Fod And Robert E. Spekman -- The Marketing Environment Review: Design, Implementation, And Applications For State Development Programming / Kenneth J. Roering And Ben M. Enis -- Government Marketing Through Public Service Advertising / Stephen J. Weber -- Governments As Marketers: Issues Of Management And Public Policy / Ben M. Enis -- A Framework For Analyzing The Ethics Of Marketing Interventions / Jerry I. Porras And Charles B. Weinberg. [edited By] Michael P. Mokwa, Steven E. Permut. Papers Presented At The Workshop And Conference Held At Yale University In May, 1979 And Sponsored By The American Marketing Association And The Yale School Of Organization And Management. Includes Bibliographies.