ISBN-13: 9781138655799 / Angielski / Twarda / 2017 / 274 str.
This new edition of Marketing Management and Communications in the Public Sector continues to provide a thorough overview of the major concepts in public sector marketing and communications, and extends its coverage to topics such as social marketing, co-branding and marketing in developing countries. Replete with real-world case studies and examples, including new material from the USA, Australia and Asia, the book gives students a truly international outlook and highlights the importance of marketing and communications within the public sector. Additional features include exercises and discussion questions in each chapter, an extended case study, and a new downloadable worksheet to help students draft a practical marketing plan. This textbook represents essential reading for postgraduate students on public management degrees, and aspiring or current public managers.