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Stefanie Henkel
Former Member
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1 - 9 of 9
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PublicationType: journal articleJournal: Marketing Review St. GallenVolume: 25Issue: 1
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PublicationIntegrating Marketing into Public Administration. Why Public Managers should consider Marketing as a Management Task.( 2008-05-28)Public Marketing has evolved to a self-contained discipline merging thoughts from marketing and public sector management. Against the background of contro-versial debates going along with the development of the field, marketing in the public sector has to face new challenges today. Relationships to customers, employees and other stakeholders appear to become central to the success of public sector organisations. Therefore Public Marketing should evolve from a shallow tool kit to a profound knowledge base for public managers. Based on evidence in the literature it is the purpose of this article to identify preliminary phases within the development of Public Marketing. Further, key learnings from the single phases are derived leading to a re-conception of Public Marketing as an integrated part of public management.Type: conference paper
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PublicationDoes the customer perspective really matter to public managers?( 2005-08-31)When developing evaluation concepts, the integration of the customer perspective is often neglected. Although the acceptance of and the satisfaction with reforms among the users of public services is vital to their own legitimization only few public managers attempt to consider the evaluation of the customer perspective on a sufficiently high level. One approach to measure the customer perspective with regard to reform projects may be the use of a customer survey. But theoretical considerations and empirical research indicate that in cases in which customer surveys are applied their results do not allow systematic comparisons. Instead the generated conclusions rather concentrate on intransparent phrasings which do not support a clear and obvious judgement about weather the undertaken reform project has been successful or not in the eyes of the customer. In this article we discuss potential reasons for this contradiction. We identify three main barriers, a technical, a motivational and a cultural barrier, which determine the public managers behaviour concerning the realization of customer survey projects and its interpretation. Taking a closer look at the nature of these barriers finally leads to the assumption that current participation approaches suffer from a lack of trust in the public's ability to evaluate public services.Type: conference paper
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PublicationMobilität aus Kundensicht : Wie Kunden ihren Mobilitätsbedarf decken und über das Mobilitätsangebot denken(Springer Fachmedien Wiesbaden, 2015)Hauner, ChristianType: book
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PublicationThe Impact of Public Brands on the Development of Trust-based Cooperations between Public InstitutionsThis dissertation presents a novel perspective on cooperation activities in the public sector by introducing the brand concept to support the efforts of public institutions in their attempt to successfully develop relationships with cooperation partners. In line with a current research stream in marketing science, the brand itself as well as the employee who represents a public brand are both considered to be important information carriers. The results of two experiments among 205 senior public managers have important implications for the management of internal and external communication in public institutions.Type: bookVolume: http://www.verlagdrkovac.de/978-3-8300-3980-8.htmIssue: 31
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PublicationType: case study
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PublicationType: newspaper articleJournal: Marketing Review St. GallenVolume: 25Issue: 1
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PublicationType: newspaper articleJournal: Horizont - Zeitung für Marketing, Werbung und MedienIssue: 23