Branding for the Public Sector

Branding for the Public Sector

Author: Paul Temporal

Publisher: John Wiley & Sons

Published: 2015-01-12

Total Pages: 288

ISBN-13: 1118756312

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How to apply for-profit marketing strategies to non-profit organizations Branding for the Public Sector presents powerful and effective branding strategies for the public sector illustrated through case studies and examples. The book covers branding architecture, brand vision, market research, brand perception, engagement, communication, managing brand change and much more. Additionally, the book highlights the future of public sector branding and how organizations in the public sector may be a key driver of economic growth and prosperity through the twenty-first century. Branding for the Public Sector offers expert guidance for managers and leaders who want to build powerful, influential brands in the public sector. Presents strategies and actions for building a powerful, memorable public sector brand Explains why the public sector will be the next huge growth sector in branding Explores the competencies needed to successfully manage a public sector brand


Book Synopsis Branding for the Public Sector by : Paul Temporal

Download or read book Branding for the Public Sector written by Paul Temporal and published by John Wiley & Sons. This book was released on 2015-01-12 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: How to apply for-profit marketing strategies to non-profit organizations Branding for the Public Sector presents powerful and effective branding strategies for the public sector illustrated through case studies and examples. The book covers branding architecture, brand vision, market research, brand perception, engagement, communication, managing brand change and much more. Additionally, the book highlights the future of public sector branding and how organizations in the public sector may be a key driver of economic growth and prosperity through the twenty-first century. Branding for the Public Sector offers expert guidance for managers and leaders who want to build powerful, influential brands in the public sector. Presents strategies and actions for building a powerful, memorable public sector brand Explains why the public sector will be the next huge growth sector in branding Explores the competencies needed to successfully manage a public sector brand

Marketing in the Public Sector

Marketing in the Public Sector

Author: Nancy R. Lee

Publisher: Pearson Education

Published: 2006-10-16

Total Pages: 465

ISBN-13: 0132716224

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Marketing in the Public Sector is a groundbreaking book written exclusively for governmental agencies. It offers dozens of marketing success stories from agencies of all types–from around the world–so that you can make a difference in your organization. World-renowned marketing expert Dr. Philip Kotler and social marketing consultant Nancy Lee show that marketing is far more than communications and has at its core a citizen-oriented mindset. You’ll become familiar with the marketing toolbox and come to understand how these tools can be used to engender citizen support for your agency, increase utilization of your products and services, influence positive public behaviors–even increase revenues and decrease operating costs. This book offers no-nonsense roadmaps on how to create a strong brand identity, gather citizen input, and evaluate your efforts. It presents a step-by-step model for developing a marketing plan, pulling the lessons of the entire book together into one, high-impact action plan. Simply put, this book empowers you to build the “high-tech, high-touch” agency of the future–and deliver more value for every penny you spend.


Book Synopsis Marketing in the Public Sector by : Nancy R. Lee

Download or read book Marketing in the Public Sector written by Nancy R. Lee and published by Pearson Education. This book was released on 2006-10-16 with total page 465 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing in the Public Sector is a groundbreaking book written exclusively for governmental agencies. It offers dozens of marketing success stories from agencies of all types–from around the world–so that you can make a difference in your organization. World-renowned marketing expert Dr. Philip Kotler and social marketing consultant Nancy Lee show that marketing is far more than communications and has at its core a citizen-oriented mindset. You’ll become familiar with the marketing toolbox and come to understand how these tools can be used to engender citizen support for your agency, increase utilization of your products and services, influence positive public behaviors–even increase revenues and decrease operating costs. This book offers no-nonsense roadmaps on how to create a strong brand identity, gather citizen input, and evaluate your efforts. It presents a step-by-step model for developing a marketing plan, pulling the lessons of the entire book together into one, high-impact action plan. Simply put, this book empowers you to build the “high-tech, high-touch” agency of the future–and deliver more value for every penny you spend.

Public Branding and Marketing

Public Branding and Marketing

Author: Staci M. Zavattaro

Publisher: Springer Nature

Published: 2021-07-21

Total Pages: 286

ISBN-13: 3030705056

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This edited volume details public branding and marketing from a global, comparative perspective. Place branding and marketing practices are now prominent in cities, states, nations, regions, and organizations all over the world. While disciplines such as hospitality management, tourism marketing, and business marketing have made inroads into understanding the intricacies of place branding, research in public administration and policy is still emerging. This volume fills that research gap. Including accounts from both the academic and practitioner communities, this book bridges the academic-practitioner divide and provides a holistic account of branding and marketing in public organizations as well as immediate application and lessons learned. The book takes an explicit public administration approach, focusing on a wide range of topics such as branding leadership, co-creation, stakeholder engagement, education, non-profit marketing and branding, and city administration. The book is divided into four sections. Section I highlights the process of developing and communicating public branding and marketing efforts. Section II focuses specifically on how social media and other digital technologies are used to communicate and evaluate place branding strategies. Section III centers on branding at the local government level. Section IV highlights how various stakeholder groups come together (or not) when participating in strategic branding efforts. Presenting various methodologies, approaches, and implications of place branding and marketing across differing social, cultural, political, and economic conditions, this book will be of use to scholars and students in public. administration, tourism studies, and business administration as well as professionals and practitioners in the public branding and marketing field.


Book Synopsis Public Branding and Marketing by : Staci M. Zavattaro

Download or read book Public Branding and Marketing written by Staci M. Zavattaro and published by Springer Nature. This book was released on 2021-07-21 with total page 286 pages. Available in PDF, EPUB and Kindle. Book excerpt: This edited volume details public branding and marketing from a global, comparative perspective. Place branding and marketing practices are now prominent in cities, states, nations, regions, and organizations all over the world. While disciplines such as hospitality management, tourism marketing, and business marketing have made inroads into understanding the intricacies of place branding, research in public administration and policy is still emerging. This volume fills that research gap. Including accounts from both the academic and practitioner communities, this book bridges the academic-practitioner divide and provides a holistic account of branding and marketing in public organizations as well as immediate application and lessons learned. The book takes an explicit public administration approach, focusing on a wide range of topics such as branding leadership, co-creation, stakeholder engagement, education, non-profit marketing and branding, and city administration. The book is divided into four sections. Section I highlights the process of developing and communicating public branding and marketing efforts. Section II focuses specifically on how social media and other digital technologies are used to communicate and evaluate place branding strategies. Section III centers on branding at the local government level. Section IV highlights how various stakeholder groups come together (or not) when participating in strategic branding efforts. Presenting various methodologies, approaches, and implications of place branding and marketing across differing social, cultural, political, and economic conditions, this book will be of use to scholars and students in public. administration, tourism studies, and business administration as well as professionals and practitioners in the public branding and marketing field.

Public Sector Strategy Design

Public Sector Strategy Design

Author: David E. McNabb

Publisher: Routledge

Published: 2020-09-24

Total Pages: 257

ISBN-13: 1000193861

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Within the public sector, strategies are not designed to influence markets, but instead to guide operations within a complex environment of multilateral power, influence, bargaining, and voting. In this book, authors David McNabb and Chung-Shingh Lee examine five frameworks public sector organization managers have followed when designing public sector strategies. Its purpose is to serve as a guide for managers and administrators of large and small public organizations and agencies. This book is the product of a combined more than sixty years of researching, teaching and leading organizational seminars on the theory and practice of management applications in industrial, commercial, nonprofit and public sector organizations. The book consists of four parts: Strategic Management and Strategy Fundamentals; Frameworks for Designing Strategies; Examples of Public Sector Strategies; and Implementing Strategic Management. Throughout, the focus is on the widespread value of strategic management and adopting the strategy appropriate for the organization. Including chapters on game theory, competitive forces, resources-based view, dynamic capabilities, and network governance, the authors demonstrate ways that real managers of public sector and civil society organizations have put strategic management to work in their organizations. This book will be of interest to both practicing and aspiring public servants.


Book Synopsis Public Sector Strategy Design by : David E. McNabb

Download or read book Public Sector Strategy Design written by David E. McNabb and published by Routledge. This book was released on 2020-09-24 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: Within the public sector, strategies are not designed to influence markets, but instead to guide operations within a complex environment of multilateral power, influence, bargaining, and voting. In this book, authors David McNabb and Chung-Shingh Lee examine five frameworks public sector organization managers have followed when designing public sector strategies. Its purpose is to serve as a guide for managers and administrators of large and small public organizations and agencies. This book is the product of a combined more than sixty years of researching, teaching and leading organizational seminars on the theory and practice of management applications in industrial, commercial, nonprofit and public sector organizations. The book consists of four parts: Strategic Management and Strategy Fundamentals; Frameworks for Designing Strategies; Examples of Public Sector Strategies; and Implementing Strategic Management. Throughout, the focus is on the widespread value of strategic management and adopting the strategy appropriate for the organization. Including chapters on game theory, competitive forces, resources-based view, dynamic capabilities, and network governance, the authors demonstrate ways that real managers of public sector and civil society organizations have put strategic management to work in their organizations. This book will be of interest to both practicing and aspiring public servants.

Branding in Governance and Public Management

Branding in Governance and Public Management

Author: Jasper Eshuis

Publisher: Routledge

Published: 2012-01-30

Total Pages: 218

ISBN-13: 113650494X

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Politicians and public managers utilize branding to communicate with the public as well as to position themselves within the ever-present media now so central to political and administrative life. They must further contend with stakeholders holding contradictory opinions about the nature of a problem, the desirable solutions , and the values at stake. Branding is used as a strategy to manage perceptions, motivate stakeholders, communicate clear messages in the media, and position policies and projects. Brands have a unique ability to simplify such messages and motivate different actors to invest their energy in governance processes. Public administration scholars so far have however paid little attention to branding. This book provides a systematic analysis of branding as phenomenon in governance. It deals with the nature of public branding, its relation to existing theories in public administration, the way branding is used as a managerial strategy in governance processes, and the risks and limitations of branding. Branding in Public Governance and Management highlights the growing importance of public banding as a public management strategy to influence political events, decision-making processes and outcomes in governance processes.


Book Synopsis Branding in Governance and Public Management by : Jasper Eshuis

Download or read book Branding in Governance and Public Management written by Jasper Eshuis and published by Routledge. This book was released on 2012-01-30 with total page 218 pages. Available in PDF, EPUB and Kindle. Book excerpt: Politicians and public managers utilize branding to communicate with the public as well as to position themselves within the ever-present media now so central to political and administrative life. They must further contend with stakeholders holding contradictory opinions about the nature of a problem, the desirable solutions , and the values at stake. Branding is used as a strategy to manage perceptions, motivate stakeholders, communicate clear messages in the media, and position policies and projects. Brands have a unique ability to simplify such messages and motivate different actors to invest their energy in governance processes. Public administration scholars so far have however paid little attention to branding. This book provides a systematic analysis of branding as phenomenon in governance. It deals with the nature of public branding, its relation to existing theories in public administration, the way branding is used as a managerial strategy in governance processes, and the risks and limitations of branding. Branding in Public Governance and Management highlights the growing importance of public banding as a public management strategy to influence political events, decision-making processes and outcomes in governance processes.

Marketing Management and Communications in the Public Sector

Marketing Management and Communications in the Public Sector

Author: Martial Pasquier

Publisher: Routledge

Published: 2012-03-12

Total Pages: 273

ISBN-13: 1136504591

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The fields of marketing and communication have become increasingly important for modern public administrations in recent years but the focus on these subjects has been geared mainly towards the generation of outputs, leaving somewhat behind the analysis and deeper reflections on the impact they make and their limitations. This book provides a thorough overview of the major concepts in marketing and communication which is done by utilizing an exclusive and decisive public-sector approach, with an unambiguous international outlook. The possibilities and limits of the application of marketing and communication, from strategic aspects to the more concrete questions of instruments and implementation, are discussed and if the realities of the public sector are the key to any understanding of marketing and communication, the international scene is the only possible ground to do this in. Aided by a multitude of pedagogical features, Marketing Management and Communications in the Public Sector is a key read for all students, practitioners and scholars working or studying in this field.


Book Synopsis Marketing Management and Communications in the Public Sector by : Martial Pasquier

Download or read book Marketing Management and Communications in the Public Sector written by Martial Pasquier and published by Routledge. This book was released on 2012-03-12 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: The fields of marketing and communication have become increasingly important for modern public administrations in recent years but the focus on these subjects has been geared mainly towards the generation of outputs, leaving somewhat behind the analysis and deeper reflections on the impact they make and their limitations. This book provides a thorough overview of the major concepts in marketing and communication which is done by utilizing an exclusive and decisive public-sector approach, with an unambiguous international outlook. The possibilities and limits of the application of marketing and communication, from strategic aspects to the more concrete questions of instruments and implementation, are discussed and if the realities of the public sector are the key to any understanding of marketing and communication, the international scene is the only possible ground to do this in. Aided by a multitude of pedagogical features, Marketing Management and Communications in the Public Sector is a key read for all students, practitioners and scholars working or studying in this field.

Leading Public Sector Innovation

Leading Public Sector Innovation

Author: Christian Bason

Publisher: Policy Press

Published: 2010

Total Pages: 290

ISBN-13: 1847426336

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In a time of unprecedented turbulence, how can public sector organisations increase their ability to find innovative solutions to society's problems? Leading Public Sector Innovation shows how government agencies can use co-creation to overcome barriers and deliver more value, at lower cost, to citizens and business. Through inspiring global case studies and practical examples, the book addresses the key triggers of public sector innovation. It shares new tools for citizen involvement through design thinking and ethnographic research, and pinpoints the leadership roles needed to drive innovation at all levels of government. Leading Public Sector Innovation is essential reading for public managers and staff, social innovators, business partners, researchers, consultants and others with a stake in the public sector of tomorrow.


Book Synopsis Leading Public Sector Innovation by : Christian Bason

Download or read book Leading Public Sector Innovation written by Christian Bason and published by Policy Press. This book was released on 2010 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a time of unprecedented turbulence, how can public sector organisations increase their ability to find innovative solutions to society's problems? Leading Public Sector Innovation shows how government agencies can use co-creation to overcome barriers and deliver more value, at lower cost, to citizens and business. Through inspiring global case studies and practical examples, the book addresses the key triggers of public sector innovation. It shares new tools for citizen involvement through design thinking and ethnographic research, and pinpoints the leadership roles needed to drive innovation at all levels of government. Leading Public Sector Innovation is essential reading for public managers and staff, social innovators, business partners, researchers, consultants and others with a stake in the public sector of tomorrow.

Leading public design

Leading public design

Author: Bason, Christian

Publisher: Policy Press

Published: 2017-01-25

Total Pages: 256

ISBN-13: 1447325591

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This powerful new book provides a clear framework for understanding and learning an emerging management practice, leading public design. Drawing on more than a decade of work on public sector innovation, Christian Bason uses his extensive practical experience and research conducted among public managers in the UK, the US, Australia, Finland and Denmark to explore how public organisations can be redesigned from the outside in, shaping policies and services that are truly experienced as useful and meaningful to citizens, and which leverage all of society’s resources to co-produce better outcomes. Through detailed case studies, the book presents six management practices which leaders in government can use to involve citizens, staff and other stakeholders in innovation processes. It shows how managers can challenge their own assumptions, leverage empathy with citizens, handle divergence, navigate unknown territory, experiment and rehearse future solutions through prototyping, and create more public value. Ultimately, Leading public design provides a pathway to a new and different way of governing public institutions: human-centred governance. As a more relational, networked, interactive and reflective approach to running organisations, this emerging governance model promises a more human yet effective public sector.


Book Synopsis Leading public design by : Bason, Christian

Download or read book Leading public design written by Bason, Christian and published by Policy Press. This book was released on 2017-01-25 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: This powerful new book provides a clear framework for understanding and learning an emerging management practice, leading public design. Drawing on more than a decade of work on public sector innovation, Christian Bason uses his extensive practical experience and research conducted among public managers in the UK, the US, Australia, Finland and Denmark to explore how public organisations can be redesigned from the outside in, shaping policies and services that are truly experienced as useful and meaningful to citizens, and which leverage all of society’s resources to co-produce better outcomes. Through detailed case studies, the book presents six management practices which leaders in government can use to involve citizens, staff and other stakeholders in innovation processes. It shows how managers can challenge their own assumptions, leverage empathy with citizens, handle divergence, navigate unknown territory, experiment and rehearse future solutions through prototyping, and create more public value. Ultimately, Leading public design provides a pathway to a new and different way of governing public institutions: human-centred governance. As a more relational, networked, interactive and reflective approach to running organisations, this emerging governance model promises a more human yet effective public sector.

Public Sector Branding in Asia

Public Sector Branding in Asia

Author: Paul Temporal

Publisher:

Published: 2004

Total Pages: 140

ISBN-13:

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Book Synopsis Public Sector Branding in Asia by : Paul Temporal

Download or read book Public Sector Branding in Asia written by Paul Temporal and published by . This book was released on 2004 with total page 140 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Transforming Public Services by Design

Transforming Public Services by Design

Author: Sabine Junginger

Publisher: Taylor & Francis

Published: 2016-12-01

Total Pages: 188

ISBN-13: 1317007875

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For policy makers and policy implementers, design challenges abound. Every design challenge presents an opportunity for change and transformation. To get from policy intent to policy outcome, however, is not a straightforward journey. It involves people and services as much as it involves policies and organizations. Of all organizations, perhaps government agencies are perceived to be the least likely to change. They are embedded in enormous bureaucratic structures that have grown over decades, if not centuries. In effect, many people have given up hope that such an institution can ever change its ways of doing business. And yet, from a human-centered design perspective, they present a fabulous challenge. Designed by people for people, they have a mandate to be citizen-centered, but they often fall short of this goal. If human-centered design can make a difference in this organizational context, it is likely to have an equal or greater impact on an organization that shows more flexibility; for example, one that is smaller in size and less entangled in legal or political frameworks. Transforming Public Services by Design offers a human-centered design perspective on policies, organizations and services. Three design projects by large-scale government agencies illustrate the implications for organizations and the people involved in designing public services: the Tax Forms Simplification Project by the Internal Revenue Service (1978-1983), the Domestic Mail Manual Transformation Project by the United States Postal Service (2001-2005) and the Integrated Tax Design Project by the Australian Tax Office. These case studies offer a unique demonstration of the role of human-centered design in policy context. This book aims to support designers and managers of all backgrounds who want to know more about reorienting policies, organizations and services around people.


Book Synopsis Transforming Public Services by Design by : Sabine Junginger

Download or read book Transforming Public Services by Design written by Sabine Junginger and published by Taylor & Francis. This book was released on 2016-12-01 with total page 188 pages. Available in PDF, EPUB and Kindle. Book excerpt: For policy makers and policy implementers, design challenges abound. Every design challenge presents an opportunity for change and transformation. To get from policy intent to policy outcome, however, is not a straightforward journey. It involves people and services as much as it involves policies and organizations. Of all organizations, perhaps government agencies are perceived to be the least likely to change. They are embedded in enormous bureaucratic structures that have grown over decades, if not centuries. In effect, many people have given up hope that such an institution can ever change its ways of doing business. And yet, from a human-centered design perspective, they present a fabulous challenge. Designed by people for people, they have a mandate to be citizen-centered, but they often fall short of this goal. If human-centered design can make a difference in this organizational context, it is likely to have an equal or greater impact on an organization that shows more flexibility; for example, one that is smaller in size and less entangled in legal or political frameworks. Transforming Public Services by Design offers a human-centered design perspective on policies, organizations and services. Three design projects by large-scale government agencies illustrate the implications for organizations and the people involved in designing public services: the Tax Forms Simplification Project by the Internal Revenue Service (1978-1983), the Domestic Mail Manual Transformation Project by the United States Postal Service (2001-2005) and the Integrated Tax Design Project by the Australian Tax Office. These case studies offer a unique demonstration of the role of human-centered design in policy context. This book aims to support designers and managers of all backgrounds who want to know more about reorienting policies, organizations and services around people.