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Book Cover
Author Lees-Marshment, Jennifer, author

Title Political marketing : principles and applications / Jennifer Lees-Marshment, Brian Conley, Edward Elder, Robin Pettitt, Vincent Raynauld and André Turcotte
Edition Third edition, Revised edition
Published New York : Routledge, 2019
© 2019
Online access available from:
ProQuest Ebook Central    View Resource Record  


Description 1 online resource (pages cm.)
Contents Cover; Praise; Half Title; Title Page; Copyright Page; Table of Contents; List of figures; List of tables; List of boxes; About the authors; Acknowledgements; Chapter 1: Introduction to political marketing; The basic components of political marketing; Why marketing, communication and politics students should; Researching and teaching political marketing; Summary; Discussion points; Assessment questions; References; Chapter 2: Political strategy; Targeting; Positioning strategies; Market- and sales-oriented strategies; Populist strategies; Strategy and the environment
Case Study 4.2 The (half a) million-dollar slogan: Auckland Council's branding of Auckland City against Needham's criteria for successful brands, by Sophie SagerCase Study 4.3 How to sell a U-turn to get re-elected: The case of Syriza from a political branding perspective, by Panos Koliastasis; Democratic Debate 4.1 Trump's political branding: Expanding the participation of an underserved market? by Kenneth M. Cosgrove; References; Chapter 5: Internal political marketing; Marketing volunteers; Creating unity; Relationship marketing within political parties and campaigns; Fundraising
Chapter 4: Political brandingCore principles of effective political brands and brand equity; Branding political leaders and candidates; Branding parties; Policy, government and programme branding; Nation and city branding; Maintaining and rebranding political brands; Political branding in the workplace; Summary; Discussion points; Assessment questions; Case Study 4.1 The success of Brand Trudeau in 2015 through clear, consistent messaging at a time for change, by Amber Wharepapa
How political market research is usedLimitations to the influence of political market research; PMR in the workplace; Summary; Discussion points; Assessment questions; Case Study 3.1 Big data analytics, technology, electoral choice and political marketing in 2017 Kenyan elections, by Bozo Jenje Bozo; Case Study 3.2 Little data: Using social media to gain market research and inform campaign strategy at local government level, by Nicholas Mignacca; Democratic Debate 3.1 The ethical issues around big data in politics, by Jennifer Lees-Marshment, Edward Elder and Vincent Raynauld; References
Measuring political strategyImplementing political strategy; Political strategy in the workplace; Summary; Discussion points; Assessment questions; Case Study 2.1 The failure of Blairism and the limits of market-orientation, by Aditya Tejas; Democratic Debate 2.1 A divided nation -- a consequence of exaggerated marketing? The case of the Czech Republic, by Otto Eibl; References; Chapter 3: Political market research; Context: The political market and the political consumer; Political market research tools; Quantitative research; Qualitative research; Other political market research tools
Summary Substantially revised throughout, the third edition of Political Marketing continues to offer students the most comprehensive introduction to this rapidly growing field. It provides an accessible but in-depth guide to what political marketing is and how it is used in practice and encourages reflection on how it should be used in the future. New Features and benefits of the third edition: Fully updated throughout with new research on emerging practices in the field and ethical implications such as the use of big data, authenticity and the limitations of voters as consumers in light of Brexit; A new employability section on political marketing in the workplace; Extensive pedagogical features including new peer-reviewed case studies, democratic debates, and fully updated practitioner perspectives, best practice guides, and class discussion points and assessments. Led by a leading expert in the field and including contributions from other key academics in the field, this textbook is essential reading for all students of political marketing, parties and elections, and comparative politics
Notes "Second edition published by Routledge 2014"--T.p. verso
Bibliography Includes bibliographical references and index
Notes Jennifer Lees-Marshment is an Associate Professor at the University of Auckland, New Zealand. She is a world expert in political marketing, having authored the highly cited 'Market-oriented party model' and is editor of the book series Palgrave Studies in Political Marketing and Management. Brian Conley is an Associate Professor in the Government Department at Suffolk University in Boston, US. His research and teaching interests are in the areas of political parties, the US electoral politics and political marketing. With Jennifer Lees-Marshment and Kenneth Cosgrove he co-edited Political Marketing in the United States (2014). Edward Elder's research focuses on political marketing and communication in New Zealand and the United States. He published the book Marketing Leadership in Government (2016) and worked as an analyst for Vote Compass leading into the 2017 New Zealand General Election. Robin Pettitt is a Senior Lecturer at Kingston University, London, UK, who specialises in the internal life of political parties and is currently writing a book on how parties recruit and retain their activists. Vincent Raynauld is an Assistant Professor in the Department of Communication Studies at Emerson College, Boston, US. His areas of research interest and publication include political communication, political marketing, social media, research methods, e-politics, elections, and journalism. Andrâe Turcotte is an Associate Professor in the Riddell Graduate Program in Political Management and the School of Journalism and Communication at Carleton University in Canada. His research focuses on elections, market intelligence and opinion research and he has advised politicians at all levels of government in Canada
Online resource; title from PDF title page (EBSCO, viewed May 9, 2019)
Subject Campaign management
Marketing -- Political aspects
Political campaigns
BUSINESS & ECONOMICS / Marketing / General
Campaign management.
POLITICAL SCIENCE / Political Process / Elections.
POLITICAL SCIENCE / Political Process / General.
Political campaigns.
Form Electronic book
ISBN 0815353200
1315775042 (electronic bk.)
1351136879 (electronic bk. : Mobipocket)
1351136887 (electronic bk.)
1351136895 (electronic bk. : PDF)
1351136909 (electronic bk.)
9780815353201 (hardback)
9780815353225 (paperback)
9781315775043 (electronic bk.)
9781351136877 (electronic bk. : Mobipocket)
9781351136884 (electronic bk.)
9781351136891 (electronic bk. : PDF)
9781351136907 (electronic bk.)