Ingeniero

1) Link:
http://www.springerlink.com/content/4234jk45u5613573/
Sección:
BUSINESS AND ECONOMICS
INTERNATIONAL REVIEW ON PUBLIC AND NONPROFIT MARKETING
Libro:
THEORETICAL DEVELOPMENTS
Publicsector marketing, political science and the science of public administration: the evolution of a transdisciplinary dialogue
Volume 7, Number 2 (2010), 113-125, DOI: 10.1007/s12208-010-0057-2
Autor:Ramón Bouzas-Lorenzo
Resumen de la sección:
This article describes the evolution of the application of marketing techniques to the public sector and evaluates how political science and publicadministration have responded to them. Within the framework of the new definition of marketing established by the American Marketing Association (AMA), this article also discusses the potential of marketingin contemporary public management and its coherence with democratic values.
2) Link:
http://www.springerlink.com/content/x4v0k56u87543801/
Sección:
BUSINESS AND ECONOMICS
Libro:
Branding andPolitical Marketing in the United States
2006, Teil 3, 197-212, DOI: 10.1007/978-3-8349-9069-3_8
Autor:
Bruce I. Newman
Resumen de la sección:
Similar to the challenge that companies have in brandingtheir products and services in the commercial marketplace, governments, political parties and campaign organizations all rely on similar theories and strategic tools to carve out successful nichesfor their leaders. Political parties are like corporate brands that offer an umbrella of predictability of performance just as a corporate endorsement does for a new product that enters the market.Candidates become the political brands of a political party. Branding is all about appealing to peoples’ dreams. Politics is all about selling hope to a people. It has become very difficult forpoliticians to communicate to their respective target audiences without a clearly defined brand image.

3) Link
http://www.springerlink.com/content/g443678421338638/
Sección:
HUMANITIES, SOCIAL SCIENCES...