by Ramón Rufín Moreno, Cayetano Medina Molina · ESIC Editorial · tapa blanda · ISBN 9788473568159
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This book, 'Public Marketing: Research, Applications and Strategy', is aimed at researchers, teachers, professionals and students of marketing in public and non-profit institutions. It explores current issues such as e-Government, trust in political blogs, the use of social networks in e-learning and relationship marketing, using recent research and statistical tools. In addition, it offers an in-depth analysis of the behavior of consumers and users in public marketing, along with strategic and operational planning in this field. Initially conceived as research material for the Official University Master's Degree in Public Administration, Public Finance, Public Policies and Taxation of the UNED, this book is a valuable tool for both research and professional training.
