ABSTRACT
The premise in this book, Marketing Public Policy: Complexity, Hurts and Minefields, is that public policy execution is often not a neat sequential flow of actions. It is not a linear flow from the identification of policy problems, agenda setting, formulation of policy proposals, legitimation of policies through political actions and interest groups, to implementation of policies through the activities of executive agencies. And evaluation of policies by government agencies, the press, and the public is performed throughout the policy process. In the real world, these processes often happen simultaneously, each one collapsing into the others; an overlap, not a straight line. Public policy process is complex, volatile, uncertain, and ambiguous, minefields blowing the minds, hurting rather than winning the hearts of the public. For example, emotive opinions are often expressed even before the policies are correctly identified and the policy agendas properly framed. This book brings together complexity theories and communication (marketing) principles and applies them in order to understand and manage complex public policies.
