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 key question that is considered in this book (Book 2) is how best
marketing approaches to utility management can be adapted to serve
low-income areas so that sustainable services are achieved.
The main target audience of this book is utility managers in low- and
middle-income countries who are interested in innovative ways of serving
more of their consumers. Many examples of applying different and useful
marketing approaches for the urban water sector are provided, including
guidance on pilot programmes for serving the poor and scaling up to city
wide strategic marketing approaches. A reference copy can be downloaded
from the WEDC website (see Document link).
Sansom, K. Serving All Urban Consumers: A marketing approach to water services in low- and middle-income countries - Book 2. Guidance notes for managers. (2004) 272 pp. ISBN 1 84380 055 1