To market, to market: A nuts and bolts approach to strategic planning in human service organizations

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Abstract
Strategic marketing works because it builds on the needs and interests of an organization ‘s key publics: its consumers, legitimators, resource suppliers, partners in service delivery and its staff and policy makers. In determining an agency's market position, one would segment these publics demographically, geographically, functionally, and psychographically. This makes it possible to pay attention to price, place, and promotions. It results in products (programs and their outcomes) that articulate with the needs and interests of the agency's publics and thus generates the support needed for ongoing development.

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