Chapter 1 Characterizing the New Public Management -- Chapter 2 Market Orientation and the Public Sector -- Chapter 3 Defining Customers and Stakeholders in New Public Management -- Chapter 4 Leadership and Human Capital Management in New Public Management -- Chapter 5 Public Finance and...

Part 1: Public Sector Marketing Communications and Brand Management -- Chapter 1: Introduction to Public Sector Marketing Communications in Africa -- Chapter 2: Public Sector Branding in Africa: Some Reflections -- Chapter 3: Marketing Communications Strategies for Public Transport Organisations...

Part 1: Traditional and Digital Perspectives on Public Sector Marketing Communications -- Chapter 1: Traditional and Digital Perspectives on Public Sector Marketing Communications -- Part 2: Advertising and Direct Marketing -- Chapter 2: Public Service Advertising and Celebrity endorsement in...