公共部門におけるマーケティング管理とコミュニケーション（第２版） Marketing Management and Communications in the Public Sector (Routledge Masters in Public Management) （2ND）

Pasquier, Martial/ Villeneuve, Jean-Patrick

Routledge（2017/08発売）

• 製本 Hardcover:ハードカバー版／ページ数 264 p.
• 言語 ENG
• 商品コード 9781138655799
• DDC分類 352.748

Full 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.

The Open Access version of this book, available at http://www.taylorfrancis.com/books/e/9781315622309, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license.

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

Index