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  • BRANDING IN GOVERNANCE AND PUBLIC MANAGEMENT
    ebook
    BRANDING IN GOVERNANCE AND PUBLIC MANAGEMENT
    JASPER ESHUIS / E.H. KLIJN
    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 problem, the desirable solutions , and the values at stake. Branding is used as a stra...

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