Case #2030.4

Marketing - A Tool to Create Public Value

Publication Date: April 2, 2015
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This note provides an overview of the elements of marketing strategy, and explains how they can be applied in the public and not-for-profit sectors. Elements necessary for a successful marketing strategy (segmentation, pricing (including price discrimination), product design, place/distribution, and promotion) are examined, and then applied to public sector examples, such as: NYC's Municipal Identification Card program, a hypothetical needle exchange program, and mass transit systems. This note concludes with practical advice for implementing a marketing strategy.

Learning objective:
This note provides a primer, for public sector and not-for-profit leaders, about how governmental and nonprofit entities can utilize marketing concepts to better serve the public interest.

Other Details

Case Author:
Nathalie Laidler-Kylander, Steven Strauss, and Hannah Riley Bowles
Faculty Lead:
Nathalie Laidler-Kylander, Steven Strauss, and Hannah Riley Bowles
United States
Funding Source:
Joseph B. Tompkins, Jr. Fund for Case Study and Research