“…Although it may be dangerous to exaggerate the practical significance of the new m.anagement rhetoric, many key professionals seek legitimacy not from the electoral process, but from their ability to fit in with the latest management Ianguage, particularIy reflected in the shift of usage, admittedly still tentative, from 'client' to 'consumer', as well as a new interest in marketing. Finance professionals have been eager to take up the message of the Audit Commission with its stress on the 'competitive council' and a greater role for them (see, for example Clarke and Cochrane 1989), and some housing professionals have been keen to take up possibilities of running their agencies on business lines (see, for example , who also refers to the literature of the new management).…”