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Author : Thomas C. Kinnear
Publisher : American Marketing Association
Page : 188 pages
File Size : 54,7 Mb
Release : 1984-05
Category : Business & Economics
ISBN : PSU:000007491757
Author : Thomas C. Kinnear
Publisher : University of Michigan/Division of
Page : 128 pages
File Size : 41,5 Mb
Release : 1986-06-01
Category : Business & Economics
ISBN : 0877122504
Author : Basskaran Nair
Publisher : Routledge
Page : 160 pages
File Size : 52,9 Mb
Release : 2018-02-21
Category : Business & Economics
ISBN : 9781351362153
Policy analysts and policy planners should start from the premise that obstacles, uncertainties and surprises are important features of policy-making. All public policies should be treated as complex problems, from the outset. Complexity theorists start from the premise that complex policies are ill-defined and ambiguous. There is often little consensus about what the problem is, let alone how to resolve it. Into the complexity of the wicked problem fray, Marketing Public Policy introduces the role of communication scholars and practitioners whose models and practices focus on people, processes, opinions and behaviour as causes of organisational complexity. Communication practice’s role is to provide ideas on how to navigate, diagnose and interpret issues with a view to persuading the public to change its behaviour or opinions. From the case studies presented in this book, we see that despite rationally excellent macro- and micro-planning of policies to win the hearts and minds of citizens, public policies still deteriorate into hurts and minefields. The case studies are drawn from China, Indonesia, India, the USA, the UK and Europe to show that policy-making is always a complex issue in any country, whatever the political structure, whether democracy or communism.
Author : OECD
Publisher : OECD Publishing
Page : 404 pages
File Size : 41,8 Mb
Release : 2017-03-01
Category : Electronic
ISBN : 9789264270480
This report discusses the use and reach of behavioural insights, drawing on a comprehensive collection of over 100 applications across the world and policy sectors.
Author : Nancy R. Lee,Philip T. Kotler
Publisher : Pearson Education
Page : 465 pages
File Size : 54,5 Mb
Release : 2006-10-16
Category : Business & Economics
ISBN : 9780132716222
Marketing in the Public Sector is a groundbreaking book written exclusively for governmental agencies. It offers dozens of marketing success stories from agencies of all types–from around the world–so that you can make a difference in your organization. World-renowned marketing expert Dr. Philip Kotler and social marketing consultant Nancy Lee show that marketing is far more than communications and has at its core a citizen-oriented mindset. You’ll become familiar with the marketing toolbox and come to understand how these tools can be used to engender citizen support for your agency, increase utilization of your products and services, influence positive public behaviors–even increase revenues and decrease operating costs. This book offers no-nonsense roadmaps on how to create a strong brand identity, gather citizen input, and evaluate your efforts. It presents a step-by-step model for developing a marketing plan, pulling the lessons of the entire book together into one, high-impact action plan. Simply put, this book empowers you to build the “high-tech, high-touch” agency of the future–and deliver more value for every penny you spend.
Author : Alex Marland,Thierry Giasson,Jennifer Lees-Marshment
Publisher : UBC Press
Page : 322 pages
File Size : 41,9 Mb
Release : 2012-02-15
Category : Social Science
ISBN : 9780774822312
Political parties worldwide are using marketing tools such as targeting and segmentation to win elections. Are these strategies making politicians and governments more responsive to voters’ needs, or do they pose a threat to democracy? Political Marketing in Canada, the first book to ask this question of Canada, considers the consequences of political marketing in the realms of public policy, leadership, and the government-citizen relationship. Through dynamic case studies that range from the resurrection of the Conservative Party, to media accounts of political marketing, to Tim Hortons as a political brand, the authors trace how political marketing is transforming the old system of brokerage politics into a new, distinctly Canadian model. Citizens are now viewed as consumers, and platforms and promises have been repackaged as products. Whether this trend is positive or negative, the authors argue, depends on how politicians and governments carry out political marketing – and its promises – in practice.
Author : Martial Pasquier,Jean-Patrick Villeneuve
Publisher : Routledge
Page : 354 pages
File Size : 46,8 Mb
Release : 2012-03-12
Category : Business & Economics
ISBN : 9781136504594
The fields of marketing and communication have become increasingly important for modern public administrations in recent years but the focus on these subjects has been geared mainly towards the generation of outputs, leaving somewhat behind the analysis and deeper reflections on the impact they make and their limitations. This book provides a thorough overview of the major concepts in marketing and communication which is done by utilizing an exclusive and decisive public-sector approach, with an unambiguous international outlook. The possibilities and limits of the application of marketing and communication, from strategic aspects to the more concrete questions of instruments and implementation, are discussed and if the realities of the public sector are the key to any understanding of marketing and communication, the international scene is the only possible ground to do this in. Aided by a multitude of pedagogical features, Marketing Management and Communications in the Public Sector is a key read for all students, practitioners and scholars working or studying in this field.
Author : Alan R. Andreasen,Seymour Sudman
Publisher : Unknown
Page : 161 pages
File Size : 50,6 Mb
Release : 1976
Category : Electronic
ISBN : OCLC:318285771
Author : Karen Johnston Miller,Duncan McTavish
Publisher : Routledge
Page : 304 pages
File Size : 49,7 Mb
Release : 2013-10-01
Category : Business & Economics
ISBN : 9781135016906
Understanding how public policy is made and managed is a key component in studying the disciplines of public management and administration. Such are the complexities associated with this topic, a deeper understanding is vital to ensure that practising public managers excel in their roles. This textbook synthesizes the key theories, providing a contemporary understanding of public policy and how it relates to private and other sectors. It integrates this with the management and implementation of public policy, including outlines of organizations, practices and instruments used. Pedagogical features include chapter synopses, learning objectives, boxed international cases and vignettes and further reading suggestions. This useful, concise textbook will be required reading for public management students and all those interested in public policy.
Author : Staci M. Zavattaro
Publisher : Springer Nature
Page : 286 pages
File Size : 44,9 Mb
Release : 2021-07-21
Category : Law
ISBN : 9783030705053
This edited volume details public branding and marketing from a global, comparative perspective. Place branding and marketing practices are now prominent in cities, states, nations, regions, and organizations all over the world. While disciplines such as hospitality management, tourism marketing, and business marketing have made inroads into understanding the intricacies of place branding, research in public administration and policy is still emerging. This volume fills that research gap. Including accounts from both the academic and practitioner communities, this book bridges the academic-practitioner divide and provides a holistic account of branding and marketing in public organizations as well as immediate application and lessons learned. The book takes an explicit public administration approach, focusing on a wide range of topics such as branding leadership, co-creation, stakeholder engagement, education, non-profit marketing and branding, and city administration. The book is divided into four sections. Section I highlights the process of developing and communicating public branding and marketing efforts. Section II focuses specifically on how social media and other digital technologies are used to communicate and evaluate place branding strategies. Section III centers on branding at the local government level. Section IV highlights how various stakeholder groups come together (or not) when participating in strategic branding efforts. Presenting various methodologies, approaches, and implications of place branding and marketing across differing social, cultural, political, and economic conditions, this book will be of use to scholars and students in public. administration, tourism studies, and business administration as well as professionals and practitioners in the public branding and marketing field.
Author : Robert J. Bennett
Publisher : Routledge
Page : 188 pages
File Size : 51,8 Mb
Release : 2014-06-20
Category : Business & Economics
ISBN : 9781136155925
Public policy interventions aimed at encouraging, supporting and developing small businesses are important for understanding entrepreneurship and small business management. This textbook is the first to provide teachers and students with a resource that gives an overview of how institutional and policy structures interact with small firm start-ups, continuation and succession/failures. Beginning with a brief introduction to policy processes, the text covers the main policy instruments for entrepreneurial market entry and start-up support, for on-going small business advice and financial support, and succession planning. It particularly focuses on policies that improve the Business Enabling Environment through macroeconomic policy, institutional reform, and deregulation of bureaucratic burdens. Theoretical rigour is complemented by detailed assessments of current policies around the world, including USA, advanced and emerging economies and Policy support from global institutions such as the World Bank and the ILO are included. Written by a pre-eminent scholar of public policy and entrepreneurship, this textbook provides a concise but thorough introduction to the subject for Master's students internationally. Policy recommendations in the author's conclusion also highlight the book's value to policy-makers as they adapt to the globalized, digital world.
Author : John M. de Figueiredo,Michael Lenox,Felix Oberholzer-Gee,Richard G. Vanden Bergh
Publisher : Emerald Group Publishing
Page : 480 pages
File Size : 52,7 Mb
Release : 2016-04-27
Category : Business & Economics
ISBN : 9781786350190
Strategy Beyond Markets is organized around three themes: Public Politics, Private Politics, and Integrated Political Strategy. The book explores the way these strategies influence political environments, firms and corporations.
Author : Dilip Ghosh,Diana Bogueva,R. Smarta
Publisher : Academic Press
Page : 402 pages
File Size : 47,7 Mb
Release : 2023-04-12
Category : Business & Economics
ISBN : 9780323856164
Nutrition Science, Marketing Nutrition, Health Claims, and Public Policy explains strategies to guide consumers toward making informed food purchases. The book begins with coverage of nutrition science before moving into nutrition marketing, social marketing and responsibility, consumer perception and insight, public health policy and regulation, case studies, and coverage on how to integrate holistic health into mainstream brand marketing. Intended for food and nutrition scientists who work in marketing, manufacturing, packaging, as well as clinical nutritionists, health care policymakers, and graduate and post graduate students in nutrition and business-related studies, this book will be a welcomed resource. Includes case studies, points-of-view, literature reviews, recent developments, data and methods Explores intrinsic and extrinsic motivators for consumer purchasing behaviors Covers each aspect of “Seed to Patient pathway
Author : Thaddeus H. Spratlen
Publisher : Marketing Classics Press
Page : 28 pages
File Size : 55,6 Mb
Release : 2011-08-15
Category : Business & Economics
ISBN : 9781613112076
Author : Martial Pasquier,Jean-Patrick Villeneuve
Publisher : Routledge
Page : 296 pages
File Size : 49,8 Mb
Release : 2017-08-18
Category : Business & Economics
ISBN : 9781317222606
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.
