共 This new 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 marketing in developing countries, the authors skilfully build on the solid foundations laid 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 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 refreshed text is essential reading for postgraduate students on public management degrees, and aspiring or current public managers.
