The Governance Model of Marketing Government: The Synthetic Perspective of Policy Marketing and Policy Network
Ben-Chu Sun*, Yueh-Pang Fu**
Abstract
Policy marketing activities have become increasingly common currently. This essay first introduces the concept of policy marketing in terms of definition, function, principle, actor, tool, environment and model. Second, it introduces the concept of policy network argued by R. A. W. Rhodes. Lastly, it constructs the governance model of marketing government with static and dynamic dimension that include by the theoretical synthesis of policy marketing and policy network through literature analysis.
Keywords: marketing government, policy marketing, policy network
* Professor, Department of Public Administration, National Cheng-chi University.
**Assistant Professor, Department of Marketing Management, Central Taiwan University of Science and Technology.
http://www.exam.gov.tw/public/Data/012911265871.pdf