Public Sector Marketing Communications, Volume II: Traditional and Digital Perspectives

在非洲建立公共部門形象和信任需要適當的行銷傳播工具和平台的謹慎運用。本書第二卷的貢獻作者提供了有關如何選擇和戰略性利用行銷工具來促進政府與公民之間互動、改善政府間和機構間的合作，以及提升以公民為導向的公共部門的見解。傳統的行銷傳播工具在公民和公共部門關係中仍然扮演著重要角色；然而，考慮到非洲的人口變化、城市化和數位化等巨大趨勢，重要的是要思考公共機構，包括政府機構、地方政府、大學和足球協會，如何回應和適應這些變化。數位革命為公共部門機構提供了一個機會，可以將其溝通計劃與新技術尤其是社交媒體平台相結合。

這本書與第一卷一起填補了非洲公共部門文獻中存在的信息空白，第一卷著重於公共關係和品牌傳播的觀點。本書作為一個決策、教學和學習指南，為有興趣將行銷原則和實踐應用於公共部門的從業人員、教職員和學生提供了幫助。

Ogechi Adeola is an Associate Professor of Marketing and Head of the Department of Operations, Marketing and Information Systems at the Lagos Business School, Pan-Atlantic University, Nigeria. Her research interests include marketing communications and brand management, tourism and hospitality marketing, strategic marketing and digital marketing in sub-Saharan Africa. She is a Visiting International Fellow at the Open University Business School, Milton Keynes, United Kingdom (2016) and a 2017 Paul R Lawrence Fellow, USA. She has co-authored four academic books, edited over five others, and published academic papers in top scholarly journals, including Annals of Tourism Research, Journal of Business Research, Industrial Marketing Management, Psychology and Marketing, and International Marketing Review. Her co-authored papers won Best Paper Awards at international conferences in 2016-2019, consecutively. She is Series editor of Palgrave Studies of Marketing in Emerging Economies (Palgrave Macmillan).

Kojo Kakra Twum is a Lecturer at Presbyterian University College, Department of Business Administration and Economics, and a doctoral student at the University of Cape Coast, Department of Marketing and Supply Chain Management. As a marketing academic, he has been involved in training public sector organisations in adopting marketing strategies to enhance their effectiveness. He has publications in the areas of service marketing, political marketing, and public organisation marketing. He is co-Editor of Responsible Management (2021, Palgrave Macmillan).

Paul Katuse is an Associate Professor of business administration in the SUC School of Business in Sharjah UAE. Paul is a strategy and leadership expert trainer. He is an experienced academic who has worked in several countries in Asia, Africa and the middle east. He has consulted with the public sector and the private sector in Kenya and his main interests are in global issues and their impacts on organizations in developing economies, organizational responses to change and reforms, globalization and the management of change in organizations. He has of late taken a keen interest in the way organisations and society interact and especially the linkages between an organization's strategic issues, their core businesses and the society's welfare. He believes in the concept of Corestra that is consulting, researching and training so as to bring an impact into the concerned party.

Ogechi Adeola是尼日利亞拉各斯商學院（Pan-Atlantic University）運營、市場和信息系部門的市場營銷副教授和系主任。她的研究興趣包括市場營銷溝通和品牌管理、旅遊和酒店營銷、戰略營銷和撒哈拉以南非洲的數字營銷。她是英國開放大學商學院（Open University Business School）的訪問國際研究員（2016年）和2017年的Paul R Lawrence研究員。她合著了四本學術書籍，編輯了五本以上的書籍，並在頂尖學術期刊上發表了學術論文，包括《旅遊研究年鑒》、《商業研究期刊》、《工業營銷管理》、《心理學與營銷》和《國際營銷評論》。她合著的論文連續在2016年至2019年的國際會議上獲得了最佳論文獎。她是《新興經濟體市場研究》（Palgrave Macmillan）系列編輯。

Kojo Kakra Twum是長老會大學商業管理和經濟學系的講師，也是開普科斯特大學市場營銷和供應鏈管理系的博士生。作為一名市場營銷學者，他一直致力於培訓公共部門組織，以採用市場營銷策略提升其效能。他在服務營銷、政治營銷和公共組織營銷領域發表了論文。他是《負責任管理》（2021年，Palgrave Macmillan）的合編者。

Paul Katuse是阿聯酋沙迦SUC商學院的企業管理副教授。Paul是一位戰略和領導力專家培訓師。他是一位經驗豐富的學者，在亞洲、非洲和中東的多個國家工作過。他曾與肯尼亞的公共部門和私營部門進行咨詢，他主要關注全球問題對發展中經濟體組織的影響、組織對變革和改革的反應、全球化和組織變革管理。最近，他對組織和社會互動方式特別感興趣，尤其是組織的戰略問題、核心業務和社會福利之間的聯繫。他相信Corestra的概念，即咨詢、研究和培訓，以對相關方產生影響。