The Trojan Horse : The Growth of Commercial Sponsorship.

Cover-Page -- Half-Title -- Title -- Copyright -- Dedication -- Contents -- Acknowledgements -- Introduction: The Trojan Horse - From Patronage and Philanthropy to Product Promotion and Privatization -- Patronage -- Philanthropy -- Products, branding and the promotion industry -- The growth of sponsorship -- The road to neoliberalism -- Notes -- 1 The Moment of 1945 and Its Legacy -- Labour in the 1950s: Reform, revision, doubt and decay? -- Notes -- 2 A Culture of Consensus? The Arts from 1945 -- Arts policy, CEMA and the arts council -- 'A tonic for the nation' -- The right to fail -- Notes -- 3 Pay Up and Play the Game: Sport and Sponsorship -- Finance, economics and growth -- Notes -- 4 Neoliberalism and New Labour: From Thatcher to Blair -- Thatcherism takes shape -- Compulsory competitive tendering -- Blair, New Labour and the Third Way -- Fools rush in? The second term and the Private Finance Initiative -- End game? -- Notes -- 5 Culture and Enterprise: The Arts from 1979 -- Notes -- 6 One Amazing Day. . . ? The Millennium Dome -- Work -- Learning -- Body -- Faith -- Self Portrait -- Mind -- Journey -- Living Island -- Home Planet -- Money -- Notes -- 7 Education, Education, Education . . . -- The lucrative business of sponsorship in schools -- The market in education -- Academy schools -- Commercial 'partners' in education -- Notes -- 8 Safe in Their Hands? Health and the Market -- Guidelines, ethics and product promotion -- Marketization of the health service and the road to privatization -- The battle over the 2012 Health and Social Care Act -- Notes -- 9 All in It Together? -- Where we are now -- The American model -- How we got here -- The Big Society and Red Toryism -- The Purple Book and Blue Labour -- Orange Book Liberalism -- Nudge -- Private sector efficiency? -- The problems of sponsorship -- Private/public partnerships?.

The bad new days -- Public good and public value -- Notes -- Appendix: Our Corporate Partners -- Bibliography -- Index.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.