African nations are seeking ways to build strong institutions that are development-oriented and people-centred. Extant literature has reported the negative consequences of ineffective government communications with the public. In response, this book — the first of a two-volume edited work — focuses on marketing communication themes related to branding, public relations, trade fairs and exhibitions, and public sector communications. Public sector marketing communication plays a crucial role in bridging the gap between society and the government. Building a relationship with the public through appropriate communication tools and platforms is sacrosanct to restoring public sector image and trust. The book supports this effort by sharing conceptual and theoretical research into the marketisation of Africa’s public sector as it strives to become an effective partner with the public it serves.Along with the second volume, which focuses on traditional and digital perspectives, this collection fills a much-needed information gap that is evident in Africa’s public sector. It serves as a decision making, teaching and learning guide for practitioners, faculty, and students interested in applying marketing principles and practices to the public sector.  weiterlesen