Publisher's Synopsis
This book is one of a series of six publications that consider how water utilities working with other key stakeholders, can meet the needs and demands of urban water consumers - including the poor - through developing an understanding of the needs and demands of all consumer groups, and by the adaptation of marketing/commercial approaches. A strategic marketing approach to comprehensive city-wide planning of water services for all consumer groups is described in Part III of Book 2 - Guidance notes for managers. Sample Strategic Marketing Plans (SMPs) have been developed to both test and demonstrate the methodology outlined in Book 2 and are included in the following three books: • Book 4: Sample strategic marketing plan for water services in Mombasa and the Coast region • Book 5: Sample strategic marketing plan for water services in Kampala City, Uganda • Book 6: Sample strategic marketing plan for water services in Guntur, India.
