Marketing Management and Communications in the Public Sector

ISBN-13: 9781138655805 / Angielski / Miękka / 2017 / 264 str.

Martial Pasquier; Jean-Patrick Villeneuve

Opis

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.

O autorze

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).