From branding of the public sector to the national brand
Author(s):
Abstract:
The principles of branding with integrated marketing communications approach in the private sector are a subject that has been discussed previously. The book branding in the public sector addresses why branding is important for the public sector and how should branding be done? What does the branding of the public sector mean and why public sector organizations need branding and what are the benefits? The book talks about the interaction between the private sector and the public and the positive or negative effects of this interaction on branding. Although technical branding is for the private sector, it is also used in the public sector. One of the strengths of the book is to address information and communication technologies and its impact on the public sector branding; and one of the most respected points of the book deserve to be considered is discussion about the restructuring of the public sector brand in the era of competition, change and crisis. Also, there are some shortcomings in book need to be added as follows: absent of the introduction of the author, the lack of index and literature vocabulary.
Keywords:
Language:
Persian
Published:
Information & Communication Quarterly Book Review, Volume:4 Issue: 15, 2018
Page:
49
magiran.com/p1816747
دانلود و مطالعه متن این مقاله با یکی از روشهای زیر امکان پذیر است:
اشتراک شخصی
با عضویت و پرداخت آنلاین حق اشتراک یکساله به مبلغ 1,390,000ريال میتوانید 70 عنوان مطلب دانلود کنید!
اشتراک سازمانی
به کتابخانه دانشگاه یا محل کار خود پیشنهاد کنید تا اشتراک سازمانی این پایگاه را برای دسترسی نامحدود همه کاربران به متن مطالب تهیه نمایند!
توجه!
- حق عضویت دریافتی صرف حمایت از نشریات عضو و نگهداری، تکمیل و توسعه مگیران میشود.
- پرداخت حق اشتراک و دانلود مقالات اجازه بازنشر آن در سایر رسانههای چاپی و دیجیتال را به کاربر نمیدهد.
In order to view content subscription is required
Personal subscription
Subscribe magiran.com for 70 € euros via PayPal and download 70 articles during a year.
Organization subscription
Please contact us to subscribe your university or library for unlimited access!