While there is considerable discussion and criticism on the way the police force is functioning in India, there are no comprehensive alternative models presented for the police to aim and aspire towards. Policing: Reinvention Strategies in a Marketing Framework
adopts a New Public Management (NPM) approach to police operations. The author presents a marketing plan for the Indian police force using the conventional framework in marketing management-comprising Current situation analysis, SWOT analysis, STP analysis and 8 Ps. He draws on both, management principles and the recent empirical work conducted in the police service and with appropriate improvisations situates them within the existing literature on marketing principles.
Marketing framework works by keeping the customer at the centre, a requirement that may hold the key to finding solutions to the issues that the police face in current times. Result of this exercise is a marketing plan that delivers superior value, builds profitable customer relationships and creates customer delight. In the end marketing orientation requires a well-developed and deeply rooted corporate philosophy that guides every part of the police department in all of its activities and operations.
Additionally, the book carries case studies related to police operations from all over the world with examples of how certain key issues are addressed by the police in other countries, and suggests ways in which their strategies can be adapted to the Indian context. Thus, the book not only analyses the prevailing situation in the police force in terms of efficiency, but also draws a clear roadmap for the overhauling of Indian police system.