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Book Description This book offers a rigorous overview of twenty-three of the world’s biggest problems relating to the environment, governance, economics, and health and population. Leading economists provide a short survey of the state-of-the-art analysis and sketch out some policy solutions for which they provide cost-benefit ratios. About the Author Bjørn Lomborg is Director of the Copenhagen Consensus Center and Adjunct Professor in the Department of Management, Politics and Philosophy at Copenhagen Business School. He is the author of the controversial bestseller, The Skeptical Environmentalist (Cambridge, 2001), and was named as one of the most globally influential people by Time magazine in 2004.

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To illustrate the difference, let’s say that you have been approached by a new local catering company, and they want to increase the number of new clients. Between running an awareness campaign or a visibility campaign, which would be better? (Of course, in the real world, you would almost never do exclusively one or the other, and you would include many other strategies as well, but for the purposes of this example, we’ll stick to these two.)