In an era where citizen-centered philosophy is not a luxury but a necessity, the book "Marketing Management and Communication in the Public Sector" is primarily addressed to public sector executives and officials, but also to students of Public Administration, as a guide to a more strategic approach to administrative thinking that places the citizen at its core.
It raises the question of how a public organization can identify citizens' needs for quality and innovative services, design meaningful interventions, and communicate clearly in a demanding environment of transparency, accountability, and continuous change.
It connects marketing principles with the everyday reality of public organizations, from strategic planning and research to marketing mix, digital communication, and crisis management.
With rich international examples and case studies, it proposes a framework for understanding citizens' needs, as well as for designing effective interventions and services that enhance trust and add value to public work.
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