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Public Marketing
34,99 € *
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Dieses Lehrbuch vermittelt fundiert und gut verständlich die theoretischen Grundlagen des öffentlichen Marketing. Stefanie Wesselmann und Bettina Hohn zeigen auf, wo eine Übertragung des (privatwirtschaftlichen) Marketing auf den öffentlichen Sektor sinnvoll ist. Vielfältige Praxisbeispiele aus öffentlichen Verwaltungen, Städten und Gemeinden sowie aus Nonprofit-Organisationen veranschaulichen, wie Marketing zur Verbesserung der Kundenorientierung beitragen kann. Die 4. Auflage wurde vollständig überarbeitet und um ein neues Kapitel zum Markenmanagement und eine Case Study erweitert. Der Inhalt - Grundbegriffe des Marketing - Stadtmarketing als Antwort auf den Städtewettbewerb - Marketing-Prozess - Case Study: Entwicklung einer Stadtmarke mit Hilfe von Design Thinking - Fundraising - Spenden und Sponsoring im Public Marketing - Qualitätsmanagement

Anbieter: Dodax
Stand: 18.01.2020
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Marketing In Public Sector
71,90 € *
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This book includes a systemic review of the existing literature in the field of marketing and public sector and administration generally. Research subject of this book is management of marketing as a business function, in the work of public companies. As a special case, an example of marketing management function in Belgrade is given, through the analysis of marketing functions of public companies that are part of the communal system of the Belgrade City (Republic of Serbia). The book is intended for everyone: beginners, students who wish to wicker field of marketing in the public sector because it provides a theoretical basis for the study of this field, as well as scientific researchers because of its scientific components. Also the book is intended for managers in the public sector and the civil service as it provides good examples of pro and cons, and it is also useful for the benchmarking for public managers because it contains a case study of the City of Belgrade.

Anbieter: Dodax
Stand: 18.01.2020
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Marketing In Public Sector
74,00 € *
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This book includes a systemic review of the existing literature in the field of marketing and public sector and administration generally. Research subject of this book is management of marketing as a business function, in the work of public companies. As a special case, an example of marketing management function in Belgrade is given, through the analysis of marketing functions of public companies that are part of the communal system of the Belgrade City (Republic of Serbia). The book is intended for everyone: beginners, students who wish to wicker field of marketing in the public sector because it provides a theoretical basis for the study of this field, as well as scientific researchers because of its scientific components. Also the book is intended for managers in the public sector and the civil service as it provides good examples of pro and cons, and it is also useful for the benchmarking for public managers because it contains a case study of the City of Belgrade.

Anbieter: Dodax AT
Stand: 18.01.2020
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The Administered Public Recreation Marketing Co...
82,90 € *
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The objectives of the study were (a) to identify the reasons and concerns of those public administrators and marketing scholars who do not accept the usefulness of marketing in the public sector, (b) to deconstruct, comprehend, interpret, and critically appraise the current conceptualization of public sector marketing from the viewpoint of negativists identified in step (a), and (c) to reconstruct, redefine, reinterpret, and reoperationalize the current controversial conceptualization of public sector marketing into a new conceptualization in the context of park and recreation services. The critical theory approach to the study primary used non-empirical procedures data collection and analytic procedures which included investigative research, negative case analysis, and theoretical triangulation. These procedures were supplemented with empirical data collected from in-depth interviews with five scholars and with three parks and recreation managers. Results of the non-empirical procedures revealed the biased selective nature of the current conceptualization of public park and recreation marketing and the existence of alternative conceptualizations which have been ignored.

Anbieter: Dodax
Stand: 18.01.2020
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The Administered Public Recreation Marketing Co...
85,30 € *
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The objectives of the study were (a) to identify the reasons and concerns of those public administrators and marketing scholars who do not accept the usefulness of marketing in the public sector, (b) to deconstruct, comprehend, interpret, and critically appraise the current conceptualization of public sector marketing from the viewpoint of negativists identified in step (a), and (c) to reconstruct, redefine, reinterpret, and reoperationalize the current controversial conceptualization of public sector marketing into a new conceptualization in the context of park and recreation services. The critical theory approach to the study primary used non-empirical procedures data collection and analytic procedures which included investigative research, negative case analysis, and theoretical triangulation. These procedures were supplemented with empirical data collected from in-depth interviews with five scholars and with three parks and recreation managers. Results of the non-empirical procedures revealed the biased selective nature of the current conceptualization of public park and recreation marketing and the existence of alternative conceptualizations which have been ignored.

Anbieter: Dodax AT
Stand: 18.01.2020
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Administered public recreation services marketing
89,90 € *
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The book is about public recreation.The critical theory approach to the study primary used non-empirical procedures data collection and analytic procedures which included investigative research, negative case analysis, and theoretical triangulation. These procedures were supplemented with empirical data collected from in-depth interviews with five scholars and with three parks and recreation managers. Results of the non-empirical procedures revealed the biased selective nature of the current conceptualization of public park and recreation marketing and the existence of alternative conceptualizations which have been ignored. The existing and alternative models were discussed with scholars and park and recreation managers. Support was found for the alternative models. From these data an alternative conceptualization of public recreation marketing was developed and named the concept of administered marketing. Implications for recreation managers are discussed. Directions for future research into the administratively managed recreation marketing concept are suggested.

Anbieter: Dodax
Stand: 18.01.2020
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Administered public recreation services marketing
92,50 € *
ggf. zzgl. Versand

The book is about public recreation.The critical theory approach to the study primary used non-empirical procedures data collection and analytic procedures which included investigative research, negative case analysis, and theoretical triangulation. These procedures were supplemented with empirical data collected from in-depth interviews with five scholars and with three parks and recreation managers. Results of the non-empirical procedures revealed the biased selective nature of the current conceptualization of public park and recreation marketing and the existence of alternative conceptualizations which have been ignored. The existing and alternative models were discussed with scholars and park and recreation managers. Support was found for the alternative models. From these data an alternative conceptualization of public recreation marketing was developed and named the concept of administered marketing. Implications for recreation managers are discussed. Directions for future research into the administratively managed recreation marketing concept are suggested.

Anbieter: Dodax AT
Stand: 18.01.2020
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Reassessing the Relationship between Marketing ...
62,98 € *
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Lisa Dühring reconstructs the relationship between public relations and marketing research on a metatheoretical level. She presents a concise systematization of the theoretical discourse in both disciplines since the beginning of the twentieth century by differentiating key phases of development and evaluating current research approaches. This study argues for a stronger connection of both disciplines and a better profiling within the mother disciplines of communication and business studies by fostering critical and interpretative approaches. This book is strongly recommended to everybody interested in the history and epistemology of marketing and public relations theory and the relationship between both fields.

Anbieter: Dodax AT
Stand: 18.01.2020
Zum Angebot
Reassessing the Relationship between Marketing ...
62,98 € *
ggf. zzgl. Versand

Lisa Dühring reconstructs the relationship between public relations and marketing research on a metatheoretical level. She presents a concise systematization of the theoretical discourse in both disciplines since the beginning of the twentieth century by differentiating key phases of development and evaluating current research approaches. This study argues for a stronger connection of both disciplines and a better profiling within the mother disciplines of communication and business studies by fostering critical and interpretative approaches. This book is strongly recommended to everybody interested in the history and epistemology of marketing and public relations theory and the relationship between both fields.

Anbieter: Dodax
Stand: 18.01.2020
Zum Angebot