MARKETING PUBLIC POLICY

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Marketing Public Policy

Author : Basskaran Nair
ISBN : 9781351362153
Genre : Business & Economics
File Size : 59.61 MB
Format : PDF, ePub, Mobi
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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 practice’s 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.
Category: Business & Economics

The Routledge Companion To Ethnic Marketing

Author : Ahmad Jamal
ISBN : 9781136164224
Genre : Business & Economics
File Size : 35.83 MB
Format : PDF
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The globalization of marketing has brought about an interesting paradox: as the discipline becomes more global, the need to understand cultural differences becomes all the more crucial. This is the challenge in an increasingly international marketplace and a problem that the world's most powerful businesses must solve. From this challenge has grown the exciting discipline of ethnic marketing, which seeks to understand the considerable opportunities and challenges presented by cultural and ethnic diversity in the marketplace. To date, scholarship in the area has been lively but disparate. This volume brings together cutting-edge research on ethnic marketing from thought leaders across the world. Each chapter covers a key theme, reflecting the increasing diversity of the latest research, including models of culture change, parenting and socialization, responses to web and advertising, role of space and social innovation in ethnic marketing, ethnic consumer decision making, religiosity, differing attitudes to materialism, acculturation, targeting and ethical and public policy issues. The result is a solid framework and a comprehensive reference point for consumer researchers, students, and practitioners.
Category: Business & Economics

Pharmaceutical Economics And Public Policy

Author : Ronald Vogel
ISBN : 1439801347
Genre : Medical
File Size : 40.69 MB
Format : PDF, Kindle
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Get a comprehensive explanation of the key economic concepts on how the pharmaceutical market functions The pharmaceutical industry has come under intense public scrutiny for the perception of product prices being too high and for concerns about research and development spending. Pharmaceutical Economics and Public Policy carefully explains the fundamentals of pharmaceutical economics while examining spending, costs, rates of return, and policies affecting the industry. This text provides a comprehensive economic analysis of the most important dimensions of the pharmaceutical market with easy-to-understand analysis of the implications of public policy. Key economic concepts necessary for understanding how the pharmaceutical market functions are clearly explained in detail. Though it is a manufacturing industry, the pharmaceutical industry has several economic aspects that make it fundamentally different from any other. Pharmaceutical Economics and Public Policy takes these sometimes confusing and difficult economic aspects within this unique industry and makes them understandable. The book is carefully referenced and includes numerous figures and tables to clearly present data. Topics in Pharmaceutical Economics and Public Policy include: policymaking—self-interest vs. public interest a pharmaceutical market overview empirical data on cost effectiveness of pharmaceutical use the economics and politics of the regulatory process the economics of patent policies pharmaceutical cost structure why price discrimination occurs in patented pharmaceuticals governmental price controls R&D expenditures sales and marketing expenditures rates of profitability in the pharmaceutical industry mergers and acquisitions and the connection to higher risk levels the future of the pharmaceutical industry Pharmaceutical Economics and Public Policy is an invaluable resource for educators, graduate students, policymakers, legislators, policy analysts, government agencies, and trade associations involved with pharmaceuticals.
Category: Medical