دانلود کتاب ارتباطات بازاریابی بخش عمومی – جلد اول

Over the years, scholars have largely overlooked public sector marketing communications and focused more on marketing communications in the private sector. This leads to questions of whether the concept is univer­sally applicable. The value of marketing communications in the public sector cannot be underestimated since it promotes the dissemination of information about offerings, programmes, and projects to target audi­ence. Public sector institutions can attract and sustain relationships with citizens and stakeholders through various marketing initiatives, tech­niques, and strategies. An analogous argument can be made that by adopting a citizen-centric approach, marketing communication princi­ples and practices can help governments across the globe build trust and loyalty with the public and receive timely information on issues, chal­lenges, and dynamics that shape the changing needs of the populace.

In Africa, public sector communications can bridge the gap between society and government. In recent years, the relationship between the government and the governed in Africa has become less cordial due to the government’s inability to provide basic social amenities, improve the standard of living, and, to some extent, resolve the ineffective communi­cation of policies. This high level of distrust between the government and the governed has had a negative effect on the public sector brand, despite efforts made over the years to build development-oriented and people-centred institutions. Government agencies are still being privatised in an attempt to meet the needs of the populace, and problems that have char­acterised public sector management for decades seem to be on the rise. One of the many causal factors associated with this decline is the lack of a marketing orientation that would improve communication between the public sector and the citizens.

Marketing in public sector management involves effective communi­cation with the people, treating them as valued customers and providing services that meet their needs. This edited book documents how effective and efficient marketing communications in Africa’s public sector can be appropriately positioned to achieve multidimensional goals; concepts that will serve as a teaching and learning guide for students and academ­ics in public sector marketing. Scholars and practitioners focusing on public administration will benefit from the perspectives on how public sector communications can be enhanced in Africa.

Building a relationship with the public through appropriate commu­nication tools and platforms is considered in this book, sacrosanct to restoring public sector image and trust. To this end, the first volume of this two-volume edited work focuses on communication perspectives related to branding, marketing, public relations, trade fairs and exhibi­tions, and marketing communications strategies and ethics in public sec­tor communications.