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Branding in Governance and Public Management.
Politicians and public managers utilize branding to communicate with the public as well as to position themselves within the ever-present media now so central to political and administrative life. They must further contend with stakeholders holding contradictory opinions about the nature of a proble...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
Taylor & Francis,
2011.
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| Colección: | Routledge critical studies in public management.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Cover; Branding in Governanceand Public Management; Copyright; Contents; List of Figures; List of Tables; 1. The Rise of Branding in Governance Processes; 2. The Many Faces of Branding: Definitions, Functions, and Forms; 3. Branding to Influence Perceptions about Policy Problems and Solutions; 4. Branding to Activate, Motivate, and Bind Stakeholders in Governance Processes; 5. Brands and the Media: Communicating with the Outside World; 6. Branding as Governance Strategy; 7. Risks and Limits of Branding; 8. Brands and Governance: Towards Interactive Forms of Branding; Notes; Bibliography.