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Public Marketing
Type
fundamental research project
Start Date
01 August 2006
End Date
31 July 2007
Status
ongoing
Keywords
Trust
Cooperation
Public Sector Marketing
Public Public Partnerships
Description
Das Grundlagenforschungsprojekt "Public Marketing" hat zum Ziel (1) auf einer konzeptionellen Ebenen die Entwicklung des Feldes "Public Marketing" aufzuzeigen, zu strukturieren und neue Trends zu identifizieren, (2) im Rahmen von Fallstudien die Relevanz von Marken im Öffentlichen Sektor zu analysieren, (3) den Einfluss von Marken im Öffentlichen Sektor auf Vertrauen und Kooperationsbereitschaft zwischen Partnern aus dem Öffentlichen Sektor empirisch zu untersuchen.
Member contributor(s)
Funder(s)
Topic(s)
Development of Public Marketing
The Impact of Public Brands on Cooperations in the Public Sector
Method(s)
Fallstudie
Experiment
Konzeptionelle Studien
Range
Institute/School
Range (De)
Institut/School
Division(s)
Eprints ID
40101
3 results
Now showing
1 - 3 of 3
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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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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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