Public Sector Marketing Communications, Volume II: Traditional and Digital Perspectives
暫譯: 公共部門行銷傳播，第 II 卷：傳統與數位觀點

建立非洲公共部門的形象和信任需要明智地使用適當的行銷傳播工具和平台。本書第二卷的貢獻作者提供了見解，說明如何選擇和戰略性地利用行銷工具，以促進政府與公民之間的互動，改善政府間和機構間的合作，並提升以公民為導向的公共部門。傳統的行銷傳播工具在公民與公共部門的關係中仍然扮演著關鍵角色；然而，考慮到非洲的人口變遷、城市化和數位化等重大趨勢，公共機構（包括政府機關、地方政府、大學和足球協會）如何回應和適應這些變化變得尤為重要。數位革命為公共部門機構提供了機會，使其能夠將溝通計劃與新技術對齊，特別是利用社交媒體平台。

與第一卷專注於公共關係和品牌傳播視角相結合，本書集填補了非洲公共部門文獻中明顯存在的信息空白。該文本作為決策、教學和學習指南，適合對將行銷原則和實踐應用於公共部門感興趣的從業者、教職員和學生。

Ogechi Adeola is an Associate Professor of Marketing and Head of the Department of Operations, Marketing and Information Systems at the Lagos Business School, Pan-Atlantic University, Nigeria. Her research interests include marketing communications and brand management, tourism and hospitality marketing, strategic marketing and digital marketing in sub-Saharan Africa. She is a Visiting International Fellow at the Open University Business School, Milton Keynes, United Kingdom (2016) and a 2017 Paul R Lawrence Fellow, USA. She has co-authored four academic books, edited over five others, and published academic papers in top scholarly journals, including Annals of Tourism Research, Journal of Business Research, Industrial Marketing Management, Psychology and Marketing, and International Marketing Review. Her co-authored papers won Best Paper Awards at international conferences in 2016-2019, consecutively. She is Series editor of Palgrave Studies of Marketing in Emerging Economies (Palgrave Macmillan).

Kojo Kakra Twum is a Lecturer at Presbyterian University College, Department of Business Administration and Economics, and a doctoral student at the University of Cape Coast, Department of Marketing and Supply Chain Management. As a marketing academic, he has been involved in training public sector organisations in adopting marketing strategies to enhance their effectiveness. He has publications in the areas of service marketing, political marketing, and public organisation marketing. He is co-Editor of Responsible Management (2021, Palgrave Macmillan).

Paul Katuse is an Associate Professor of business administration in the SUC School of Business in Sharjah UAE. Paul is a strategy and leadership expert trainer. He is an experienced academic who has worked in several countries in Asia, Africa and the middle east. He has consulted with the public sector and the private sector in Kenya and his main interests are in global issues and their impacts on organizations in developing economies, organizational responses to change and reforms, globalization and the management of change in organizations. He has of late taken a keen interest in the way organisations and society interact and especially the linkages between an organization's strategic issues, their core businesses and the society's welfare. He believes in the concept of Corestra that is consulting, researching and training so as to bring an impact into the concerned party.

Ogechi Adeola 是尼日利亞泛大西洋大學拉哥斯商學院的行銷副教授及運營、行銷與資訊系統系主任。她的研究興趣包括行銷傳播與品牌管理、旅遊與款待行銷、戰略行銷以及撒哈拉以南非洲的數位行銷。她曾於2016年擔任英國米爾頓凱恩斯開放大學商學院的國際訪問學者，並於2017年獲得美國保羅·R·勞倫斯獎學金。她共同撰寫了四本學術書籍，編輯了五本以上的書籍，並在頂尖學術期刊上發表了學術論文，包括《旅遊研究年鑑》、《商業研究期刊》、《工業行銷管理》、《心理學與行銷》以及《國際行銷評論》。她的共同撰寫論文在2016至2019年期間連續獲得國際會議的最佳論文獎。她是新興經濟體行銷研究系列（Palgrave Macmillan）的系列編輯。

Kojo Kakra Twum 是基督教長老會大學商業管理與經濟系的講師，同時也是開普海岸大學行銷與供應鏈管理系的博士生。作為一名行銷學者，他參與了公共部門組織的培訓，幫助他們採用行銷策略以提升其效能。他在服務行銷、政治行銷和公共組織行銷等領域有發表。 他是負責任的管理（2021年，Palgrave Macmillan）的共同編輯。

Paul Katuse 是阿聯酋沙迦SUC商學院的商業管理副教授。Paul是一位戰略與領導專家培訓師。他是一位經驗豐富的學者，曾在亞洲、非洲和中東的多個國家工作。他曾為肯尼亞的公共和私營部門提供諮詢，主要關注全球議題及其對發展中經濟體組織的影響、組織對變革和改革的反應、全球化以及組織變革的管理。最近，他對組織與社會之間的互動，特別是組織的戰略問題、核心業務與社會福祉之間的聯繫產生了濃厚的興趣。他相信核心策略（Corestra）的概念，即通過諮詢、研究和培訓來對相關方產生影響。