@article{1467738,
      recid = {1467738},
      author = {Adeola, Ogechi. and Twum, Kojo Kakra. and Katuse, Paul.},
      title = {Public sector marketing communications., Volume II,:  Traditional and digital perspectives /},
      pages = {1 online resource},
      note = {Includes index.},
      abstract = {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  Africas 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.},
      url = {http://library.usi.edu/record/1467738},
      doi = {https://doi.org/10.1007/978-3-031-17863-4},
}