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.
‘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
List of figures
List of tables
List of boxes
1. Public management and marketing
2. Marketing and public marketing
3. Basic marketing concepts
4. Marketing information research
5. Marketing strategy
6. Marketing instruments
7. Public communications – an introduction
8. Communications models and strategies
9. Communications instruments
10. Communication control
11. Crisis communication
Appendix: 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.