| Description |
1 online resource (xxi, 244 pages) : illustrations |
| Series |
Palgrave studies of public sector management in Africa |
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Palgrave studies of public sector management in Africa.
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| Contents |
Intro -- Preface -- Structure of the Book -- Part 1: Public Sector Marketing Communications and Brand Management -- Part II: Public Relations and Trade Fairs -- Part III: Public Sector Communication Ethics and Recommendations -- Contents -- Notes on Contributors -- List of Figures -- List of Tables -- Part I: Public Sector Marketing Communications and Brand Management -- 1: Introduction to Public Sector Marketing Communications in Africa -- Introduction -- Public Sector Marketing Communications -- Marketing Communications in Africa's Public Sector: Issues to Consider |
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Marketing Communications as a Promotional Tool in Africa's Public Sector -- The Role of Public Relations in Public Sector Organisations -- The Use of Public Service Advertising Campaigns -- The Use of Trade Fairs (Exhibitions) Organised by the Public Sector -- Brand Communication, Image, and Reputation of Public Sector Organisations -- Social Media Adoption in Africa's Public Sector -- Integrated Marketing Communications (IMC) in Africa's Public Sector -- Public Sector Communication Ethics -- Conclusion -- References -- 2: Public Sector Branding in Africa: Some Reflections -- Introduction |
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Benefits of Brand Communications in the Public Sector -- Brand Communications in the African Public Sector -- A Glimpse at the African Brand -- Challenges of Brand Communications by the African Public Sector -- The Critical Success Factors for Public Sector Branding in Africa -- Conclusion and Recommendations -- Limitations and Suggestions for Future Research -- References -- 3: Marketing Communications Strategies for Public Transport Organisations -- Introduction -- The Public Transportation Context -- Integrated Marketing Communications -- Manager's Responsibilities -- Customer Engagement |
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Information -- Education -- Developing User Information Systems -- External Communications -- Online Engagement -- Website -- Social Media -- Email Marketing -- Mobile Applications -- Chatbot -- The Country Context -- Conclusion -- Recommendations for Managers -- References -- 4: Positioning Public University's Brand Through Marketing Communications: Practical Recommendations and Implications -- Introduction -- Higher Education in Nigeria -- Branding Higher Education in Nigeria -- Stakeholders for Marketing Communications in Nigeria |
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The Marketing Communication Plan for Public Universities in Nigeria -- The Strategic Plan -- The Marketing Communication Team -- The Team -- The Leadership -- The Audience -- The Plan -- The Liveries -- Marketing Communication Plan -- Why Are We Communicating? -- What Are We Communicating? -- How Are We Communicating? -- Where Are We Communicating -- When Are We Communicating -- Key Performance Indicators -- Conclusion -- References -- 5: Internal Marketing Communications in Ghana's Public Sector: Conceptualisations and Extension -- Introduction -- Literature Review |
| Summary |
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 Africas 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 Africas 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. 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 |
| Notes |
Includes index |
|
Online resource; title from PDF title page (SpringerLink, viewed October 18, 2022) |
| Subject |
Government marketing -- Africa
|
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Communication in public administration -- Africa
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Communication in marketing -- Africa
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Communication in marketing
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Communication in public administration
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Government marketing
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Africa
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| Form |
Electronic book
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| Author |
Adeola, Ogechi, editor.
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Katuse, Paul, editor
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Twum, Kojo Kakra, editor
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| ISBN |
9783031072932 |
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3031072936 |
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