Internal Marketing Communications in Ghana’s Public Sector: Conceptualisations and Extension.
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F22%3A63558818" target="_blank" >RIV/70883521:28120/22:63558818 - isvavai.cz</a>
Result on the web
<a href="https://link.springer.com/book/10.1007/978-3-031-07293-2" target="_blank" >https://link.springer.com/book/10.1007/978-3-031-07293-2</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Internal Marketing Communications in Ghana’s Public Sector: Conceptualisations and Extension.
Original language description
The chapter conceptualises Internal Marketing Communications (IMC) in the context of the public sector in developing countries such as Ghana. The Internal Marketing (IM) function is derived from the holistic marketing orientation, which integrates internal marketing with the marketing communications concept. The chapter focuses on developing the architecture of the internal marketing concept in the public sector by aligning internal marketing communications with an integrated marketing communication framework that focuses on creating an atmosphere for communication, application of IMC tools, measuring the IMC programme, and seeking feedback for corrective action. Furthermore, the chapter discusses the use of new media necessitated by the advancement in internet-related technologies in internal marketing communications in the African public sector. The chapter presents an empirical case of how internal marketing communication provides insights to stakeholders in the context of work guided by the stakeholder theory. Proposed outcomes of internal marketing communications in the public sector of Africa are discussed, followed by some recommendations on the successful implementation in Africa’s public sector.
Czech name
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Czech description
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Classification
Type
C - Chapter in a specialist book
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Others
Publication year
2022
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Book/collection name
Public Sector Marketing Communications Volume I
ISBN
978-3-031-07292-5
Number of pages of the result
24
Pages from-to
99-122
Number of pages of the book
244
Publisher name
Springer Nature AG
Place of publication
Basel
UT code for WoS chapter
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