Marketing Public Policy

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Nair, Basskaran

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ISBN:9781138559974
Editorial: Routledge
Fecha de la edición:2018
Encuadernación:
Nº Pág.:160
Idiomas:Ingles,Inglés

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/ Marketing

Policy analysts and policy planners should start from the premise that obstacles, uncertainties and surprises are important features of policy-making. All public policies should be treated as complex problems, from the outset. Complexity theorists start from the premise that complex policies are ill-defined and ambiguous. There is often little consensus about what the problem is, let alone how to resolve it. Into the complexity of the wicked problem fray, Marketing Public Policy introduces the role of communication scholars and practitioners whose models and practices focus on people, processes, opinions and behaviour as causes of organisational complexity. Communication practices role is to provide ideas on how to navigate, diagnose and interpret issues with a view to persuading the public to change its behaviour or opinions.

From the case studies presented in this book, we see that despite rationally excellent macro- and micro-planning of policies to win the hearts and minds of citizens, public policies still deteriorate into hurts and minefields. The case studies are drawn from China, Indonesia, India, the USA, the UK and Europe to show that policy-making is always a complex issue in any country, whatever the political structure, whether democracy or communism.

INTRODUCTION

The Marketing of Public Policy

PART I

1. Public Policy Dynamics

2. Wicked problems and its application

3. Institutions and Political Structures

PART II

4. Agenda Setting-Framing-Priming

5. Marketing

6. Activism, Advocacy and Public Opinion

7. New Media is Mainstream

PART III

8. Social Issues and Tradeoff