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Author: Ogechi Adeola
Publisher: Springer Nature
ISBN: 3031072936
Category : Business & Economics
Languages : en
Pages : 258
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Book Description
African nations are seeking ways to build strong institutions that are development-oriented and people-centred. Extant literature has reported the negative consequences of ineffective government communications with the public. In response, this book — the first of a two-volume edited work — focuses on marketing communication themes related to branding, public relations, trade fairs and exhibitions, and public sector communications. Public sector marketing communication plays a crucial role in bridging the gap between society and the government. Building a relationship with the public through appropriate communication tools and platforms is sacrosanct to restoring public sector image and trust. The book supports this effort by sharing conceptual and theoretical research towards the marketisation of Africa’s public sector as it strives to become an effective partner with the public it serves. Together with the second volume, which focuses on traditional and digital perspectives, this collection fills an existing information gap that is evident in Africa’s public sector.
Author: Ogechi Adeola
Publisher: Springer Nature
ISBN: 3031072936
Category : Business & Economics
Languages : en
Pages : 258
Get Book Here
Book Description
African nations are seeking ways to build strong institutions that are development-oriented and people-centred. Extant literature has reported the negative consequences of ineffective government communications with the public. In response, this book — the first of a two-volume edited work — focuses on marketing communication themes related to branding, public relations, trade fairs and exhibitions, and public sector communications. Public sector marketing communication plays a crucial role in bridging the gap between society and the government. Building a relationship with the public through appropriate communication tools and platforms is sacrosanct to restoring public sector image and trust. The book supports this effort by sharing conceptual and theoretical research towards the marketisation of Africa’s public sector as it strives to become an effective partner with the public it serves. Together with the second volume, which focuses on traditional and digital perspectives, this collection fills an existing information gap that is evident in Africa’s public sector.
Author: Martial Pasquier
Publisher: Routledge
ISBN: 1136504591
Category : Business & Economics
Languages : en
Pages : 273
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Book Description
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: Guy Masterman
Publisher: Routledge
ISBN: 1136395210
Category : Business & Economics
Languages : en
Pages : 345
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Book Description
Innovative Marketing Communications for Events Management provides students and event managers with a complete insight into the strategic and innovative marketing of events of all scales and nature. The book builds a conceptual framework for the development, planning, implementation and evaluation of innovative communication strategies for the marketing of events, and the effective use of events as an innovative communications method in general organizational marketing. With a strong practical underpinning, Innovative Marketing Communications for Events Management emphasises to event managers the importance of effectively integrating a range of tools and techniques to communicate the event and provides them with a better understanding of how a variety of private and public sector organisations can use events within their communication strategies.
Author: Ogechi Adeola
Publisher:
ISBN: 9783031178641
Category :
Languages : en
Pages : 0
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Book Description
"Appropriate market communication tools will always be essential to maintaining a good public image. This book provides a deep understanding of the application of these tools to the public sector." - Odunayo O. Bamodu, mni, Deputy Chief Registrar, National Industrial Court of Nigeria. Building public sector image and trust in Africa requires judicious use of appropriate marketing communications tools and platforms. Contributing authors to this second volume of a two-volume work offer insights into how the selection and strategic utilisation of marketing tools will facilitate interactions between the government and the citizens, improve inter-governmental and inter-agency collaboration, and boost a citizen-oriented public sector. Traditional marketing communications tools continue to play a key role in citizen and public sector relationships; however, given mega-trends of demographic change, urbanisation, and digitalisation in Africa, it is important to consider how public institutions, including government agencies, local government, universities, and football associations, respond and adapt to these changes. The digital revolution presents an opportunity for public sector institutions to align their communication plans with new technologies, particularly leveraging social media platforms. Together with the first volume, which focuses on public relations and brand communication perspectives, this collection fills an existing information gap evident in Africa's public sector literature. The text serves as a decision making, teaching, and learning guide for practitioners, faculty, and students interested in applying state-of-the-art marketing principles and practices to the public sector. Ogechi Adeola is an Associate Professor of Marketing and Head of the Department of Operations, Marketing, and Information Systems at the Lagos Business School, Pan-Atlantic University, Nigeria. Kojo Kakra Twum is the Head of Department of Business Administration at Presbyterian University College, Ghana. Paul Katuse is an Associate Professor of Management at the Skyline University College (SUC) School of Business, Sharjah, UAE.
Author: Robert Ebo Hinson
Publisher: CRC Press
ISBN: 1040009921
Category : Business & Economics
Languages : en
Pages : 263
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Book Description
Hospitality and Tourism Marketing: Building Customer Driven Hospitality and Tourism Organizations is an absolutely crucial book in light of the world post COVID-19. Following the pandemic, big hotel chains like the Accor Group and Marriot closed outlets, but post COVID-19, the global hospitality and tourism sector is bouncing back. In bouncing back though, the pandemic brought to the fore the absolute need for high levels of customer centricity in a world that was gripped by fear. This new Hospitality and Tourism (H&T) Marketing book takes a customer-oriented approach to discussing marketing discipline in the global H&T sector. With chapters spanning topics like service characteristics of hospitality and tourism marketing, people management strategies for service businesses, consumer behaviour, designing and building brands, electronic marketing, internet marketing, database marketing, and direct marketing and relationship marketing, this book has the right balance of technology and consumer-oriented topics to provide the right balance for tourism marketing practitioners post pandemic.
Author: Clarke Caywood
Publisher: McGraw Hill Professional
ISBN: 9780786311316
Category : Business & Economics
Languages : en
Pages : 612
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Book Description
As the media grows more ruthless, the role of public relations has become increasingly complex and critical. Savvy businesspeople know that how a company conveys and maintains its image has never been more importantor more challenging. The Handbook of Strategic Public Relations & Integrated Communications is the definitive guide for communications professionals. Featuring the expertise of the world's foremost public relations and marketing authorities, it is the first book of its kind to combine the art and science of marketing, public relations and communications in one single resource. An indispensable reference guide to the best practices in every industry, this handbook features more than 40 information-packed chapters authored by the best minds in the business and covers cutting-edge tips, topics and techniques such as: Crisis management Marketing public relations Client-agency relationships Environmental public relations High-tech PR And more!
Author: Thomas Anning-Dorson
Publisher: Springer Nature
ISBN: 3030813290
Category : Business & Economics
Languages : en
Pages : 318
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Book Description
The first of this two-volume work brings to the fore marketing communication theories and concepts that are prominent in emerging economy contexts, and highlights the opportunities and challenges within these markets. Offering a distinctive meaning and importance to both the practice and the theory of marketing communications in emerging economies, this collection introduces the foundational issues of marketing communications as well as the broader marketing communication environment and how they impact on communication strategy development and implementation. With contributors from diverse disciplines, the book establishes the importance of linking customer value creation, national culture and the management process with the marketing communications strategy. It highlights the critical role of research, the changing trends in marketing communication in the digital age and the communication opportunities for small and large brands. This book is a useful tool for orporate executives, educators, students, policymakers and businesses on marketing communication in emerging markets.
Author: Ogechi Adeola
Publisher: Springer Nature
ISBN: 3030886786
Category : Business & Economics
Languages : en
Pages : 322
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Book Description
Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boost business performance for competitive advantage. Interest in marketing communication and brand development has increased in recent years due to the proliferation of productions, changing consumer behaviour, increased competition, and technological advancement. Recognising the complexity of these challenges, it has become imperative for firms in emerging economies to understand contemporary issues in marketing to compete effectively and create value for consumers and stakeholders. The first of this two volume work provides insights into this critical issue in a changing world, including destination brand management, brand avoidance, sponsorship, health and personal branding, and offers a futuristic perspective on marketing communications, including the influence of neuromarketing, artificial intelligence, and virtual reality. Meanwhile, Volume II focuses specifically on the effects of the Covid-19 pandemic, social responsibilities, and emerging technologies. Taken together, this two-volume work is a definitive resource for scholars and students of marketing, branding and international business.
Author: Lynne Eagle
Publisher: Routledge
ISBN: 1317697758
Category : Business & Economics
Languages : en
Pages : 445
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Book Description
With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won’t sell without the right reach to your potential customers and the right message to engage them. This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment. Aided by a veritable wealth of pedagogical features, Marketing Communications will be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes a comprehensive instructor’s guide with PowerPoint slides, testbank questions and answer checklists.
Author: Pantea Foroudi
Publisher: Springer Nature
ISBN: 3031629671
Category :
Languages : en
Pages : 255
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Book Description
