NJIRU, C. and SANSOM, K., 2004. Serving all urban consumers - a marketing approach to water services in low- and middle-income countries: Book 4 - Sample strategic marketing plan for water services in Mombasa and the Coast Region. Loughborough: WEDC, Loughborough University.
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.
This book was published by the Water, Engineering and Development Centre (WEDC) at Loughborough University.
UK Department for International Development (DFID)