【营销领导】 Marketing Leadership in Government (2016)

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Marketing Leadership in Government
Communicating Responsiveness, Leadership and Credibility

Authors: Edward Elder



This book explores how contemporary governing leaders can overcome the typical trend of losing a public support in power by following more effective communication strategies. It shows how new forms of communication that emphasise acknowledgement and respect for public criticisms and concerns can be used by governing leaders to show the public that they still have the leadership qualities they entered office with, despite the extra challenges that political office presents. The book outlines a new model, The Contemporary Governing Leaders' Communication Model, through which leaders can communicate their positive personal and professional qualities in government. The book illustrates this model in use through the communication of United States President Barack Obama and New Zealand Prime Minister John Key during their first terms in political office.

Table of contents

Front Matter

Resolving the Listening versus Leadership Dilemma

Responsiveness

Leadership

Credibility

Analysing and Advising Governing Leaders

Back Matter

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