Marketing Management and Communications in the Public Sector  book cover
2nd Edition

Marketing Management and Communications in the Public Sector

ISBN 9781138655805
Published August 21, 2017 by Routledge
264 Pages 41 B/W Illustrations

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Book Description

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.

Table of Contents

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


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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).



‘A well-crafted book of its own. Take you through the reading journey with the key terms and key points highlighted in every chapters. The ‘box’ concept adds value to the book as it provides better insight to the reader.’ - Shamsul Kamariah Abdullah. PhD. Senior Lecturer (Marketing) Curtin University, Sarawak, Malaysia

‘In a world of overabundant and disintermediated information, this book provides public managers with a structured guide for identifying and using relevant information as well as communicating effectively with citizens. A very central issue with concrete answers. ’ - Daniel J. Caron, Professor at École nationale d’administration publique, Canada

‘Martial Pasquier and Jean-Patrick Villeneuve provide a new, multi-faceted approach to marketing, communication and management issues in the public sector. This second edition is updated with the latest findings in the field The exercises and case studies will be useful not only to new researchers, but also experienced academics and practitioners.’- Robert Fouchet, Director of Publications, International Institute of Administrative Sciences, Belgium