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.
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|Publisher||Taylor & Francis|
|Author(s)||Martial Pasquier, Jean-Patrick Villeneuve|
|Publication date||August 2017|
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.
Only textbook to consider both marketing and communications in the public sector
Coverage of hot and emerging topics such as co-branding, partnerships, marketing through social media and smart phones, marketing in developing countries, and marketing to multilingual/semi-illiterate populations
Replete with real-world case studies and examples, including new material from the USA, Australia and Asia, which gives students a truly international outlook and will be more relevant to courses in those regions
Writing style will be improved to aid ease of reading for students
Contains helpful pedagogical features for students and lecturers: learning objectives, key points, key terms, boxed mini-case studies, exercises and discussion questions
Extended case study as an appendix, with questions for independent study or group seminars
Downloadable worksheet to help students draft a practical marketing plan
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