The fields of marketing and communication have become increasingly important for modern public administrations in recent years but the focus on these subjects has been geared mainly towards the generation of outputs, leaving somewhat behind the analysis and deeper reflections on the impact they make and their limitations.
This book provides a thorough overview of the major concepts in marketing and communication which is done by utilizing an exclusive and decisive public-sector approach, with an unambiguous international outlook. The possibilities and limits of the application of marketing and communication, from strategic aspects to the more concrete questions of instruments and implementation, are discussed and if the realities of the public sector are the key to any understanding of marketing and communication, the international scene is the only possible ground to do this in.
Aided by a multitude of pedagogical features, Marketing Management and Communications in the Public Sector is a key read for all students, practitioners and scholars working or studying in this field.
1. Public Management and Marketing 2. Marketing and Public Marketing 3. Organizations, Citizens and Consumers 4. Basic Marketing Concepts 5. Marketing Information Research 6. Marketing Strategy 7. Marketing Instruments 8. Public Communications: An Introduction 9. Communication Models and Strategies 10. Communication Instruments 11. Communication Control 12. Crisis Communication Appendix A: A Case Study
Routledge Masters in Public Management is a series of original texts which offers students and practitioners a concise, coordinated and comprehensive learning resource.
The series benefits from a coordinated format, including the use of such pedagogical features as learning points, text boxes, annotated further reading and questions for further discussion. Each volume in the series stands in its own right as a textbook which is essential reading for a particular module in a public management degree scheme. Taken together, the series offers an integrated and up-to-date collection of core textbooks and supplementary reading that can provide the backbone of any student’s study of public management – whether based upon an MBA or MPA programme, a stand-alone course or through a period of individual study. Taking an expert look at an increasingly important and complex discipline, this is a groundbreaking series.
The resources represented in this series go beyond the “toolkit” or “recipe” format which does not reflect the way working in the public sector actually happens. Rather, the series encourages the reader to develop the core managerial skills and critical thinking required to excel in this discipline.