An essential aspect of marketing is the quality of the service given. A well organized and efficient service delivery advertises that very fact, whereas, poor service or weak customer service markets a negative image of the organization. This concept applies across the board regardless of being public or private. In the late Fire Chief Alan Brunanci’s book Essentials of Fire Department Customer Service he writes “a progressive change in our mentality (and approach) involves regarding everyone we encounter, both directly and indirectly, as a person who is our customer” (Brunacini, 1996, p. 43). Naturally, this was not an easy pill to swallow for some in the fire service since customers are traditionally associated with the private sector. The change of perspective from citizen to customer changes the mentality of providers and the treatment of people. No longer was a citizen a mere person, but now a person that matters and should be respected and the given the best service possible. With this simple name change, people went from a citizen to a customer and with it a voice and a higher level of importance.
It is no surprise that today’s government has seen reductions in their budgets and an increased demand for services all while being
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The identification and communication of each staff member’s role in the marketing plan will produce a cohesive workplace, garner support and buy-in to the plan which also improves the workplace morale. The formal marketing plan, just as the strategic plan should include measurable objectives and goals. The plan must also be treated as a process and be under constant evaluation and modification when necessary to achieve all objectives and goals. The continuous monitoring of the plan will ensure the organization remains on course and goals are met or