Marketing Management and Communications in the Public Sector

2. Auflage 2017
ISBN: 978-1-138-65579-9
Verlag: Routledge

Buch, Englisch, 274 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 581 g

Reihe: Routledge Masters in Public Management

This updated edition of Marketing Management and Communications in the Public Sector provides a thorough overview of the major concepts in public sector marketing and communications, two fields that have continued to grow in importance for modern public administrations.

With extended coverage of topics such as social marketing and institutional communication, the authors skilfully build on the solid foundations laid down in the previous edition. Replete with real-world case studies and examples, including new material from the USA, Australia, and Asia, this book gives students a truly international outlook. Additional features include exercises and discussion questions in each chapter and an illustrative extended case study.

This refreshed text is essential reading for postgraduate students on public management degrees, and aspiring or current public managers.

The Open Access version of this book, available at http://www.taylorfrancis.com/books/e/9781315622309, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license.

Autoren/Hrsg.

Pasquier, Martial

Villeneuve, Jean-Patrick

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Unternehmenskommunikation
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

List of figures

List of tables

List of boxes



Part I

1. Public management and marketing

2. Marketing and public marketing

Part II

3. Basic marketing concepts

4. Marketing information research

5. Marketing strategy

6. Marketing instruments

Part III

7. Public communications – an introduction

8. Communications models and strategies

9. Communications instruments

10. Communication control

11. Crisis communication



Appendix: a case study

Index

Über Autor(innen)

Martial Pasquier is Vice-Rector of the University of Lausanne, Switzerland, and Professor of Public Management at the Swiss Graduate School of Public Administration (IDHEAP).
Jean-Patrick Villeneuve is Professor of Public Communication and Vice-Dean of the Faculty of Communication Sciences at the Università della Svizzera Italiana, Switzerland, and Adjunct Professor at Canada's École Nationale d'Administration Publique (ENAP).