Internal Marketing Communications in Ghana’s Public Sector: Conceptualisations and Extension.

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

Internal Marketing Communications in Ghana’s Public Sector: Conceptualisations and Extension.

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Internal Marketing Communications in Ghana’s Public Sector: Conceptualisations and Extension.

Popis výsledku anglicky

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.

Druh

C - Kapitola v odborné knize

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2022

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název knihy nebo sborníku

Public Sector Marketing Communications Volume I

ISBN

978-3-031-07292-5

Počet stran výsledku

24

Strana od-do

99-122

Počet stran knihy

244

Název nakladatele

Springer Nature AG

Místo vydání

Basel

Kód UT WoS kapitoly

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