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.
สารบัญ
Part 1: Public Sector Marketing Communications and Brand Management.- Chapter 1: Introduction to Public Sector Marketing Communications in Africa.- Chapter 2: Public Sector Branding in Africa: Some Reflections.- Chapter 3: Marketing Communications Strategies for Public Transport Organisations.- Chapter 4: Positioning Public University’s Brand through Marketing Communications: Practical Recommendations and Implications.- Chapter 5: Internal Marketing Communications in Ghana’s Public Sector: Conceptualisations and Extension.- Part II: Public Relations and Trade Fairs.- Chapter 6: Public Relations in the Public Sector in Africa.- Chapter 7: Public Relations in Africa’s Public Sector: A Crisis Situational Analysis of South Africa and Nigeria.- Chapter 8: Trade Fairs and Exhibitions in the Ghanaian Public Sector: Meaning, Relevance, and Requirements.- Part III: Public Sector Communication Ethics and Recommendations.- Chapter 9: Public Sector Communication Ethics In Africa.- Chapter 10: Conclusion: Effective Public Relations and Brand Communication in Africa’s Public Sector.
เกี่ยวกับผู้แต่ง
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.
Paul Katuse is an Associate Professor of Management at the Skyline University College (SUC) School of Business, Sharjah, UAE.
Kojo Kakra Twum is the Head of Department of Business Administration at Presbyterian University College, Ghana.
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