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Convergence of Social Marketing and Public Administration: Democratizing Value Creation Cover

Convergence of Social Marketing and Public Administration: Democratizing Value Creation

By: Leon M. Miller  
Open Access
|Jul 2018

Abstract

This article aims to explain the interface between advances in civilization and advances in communication. The article also addresses the inadequacy of public administration literature to explain why communication media is important to its theory and practice. Subsequently, the article explicates why communication media contribute to the public administrator’s ability to improve the quality of democracy. The literature on communication media and public administration provide conceptual data that indicates how communication media continuously contributed to the public administrator’s ability to manage large disparate social-economic units. Network theory and administrative communication theory indicate why communication networks improve institutional effectiveness and efficiency. The literature confirms the need for clarity on how the interface between communication media and public administration increases public value and improves the quality of democracy. Network theory is a viable strategy for increasing the public administrators’ ability to increase public value.

Language: English
Page range: 43 - 58
Published on: Jul 19, 2018
Published by: University of Wroclaw, Faculty of Law, Administration and Economics
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year

© 2018 Leon M. Miller, published by University of Wroclaw, Faculty of Law, Administration and Economics
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.