Jennifer Lees-Marshment, Brian Conley, Edward Elder, Robin Pettitt, Vincent Raynauld, André Turcotte

Political Marketing (eBook, ePUB)

Principles and Applications

• Format: ePub

Produktbeschreibung

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 futur

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 286
• Erscheinungstermin: 7. Mai 2019
• Englisch
• ISBN-13: 9781351136884
• Artikelnr.: 56679584

Autorenporträt

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.

André 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.

Inhaltsangabe

1. Introduction to Political Marketing [Jennifer Lees-Marshment] 2.
Political Strategy [Brian Conley and Jennifer Lees-Marshment] Case Study
2.1: The failure of Blairism and the limits of market orientation [Aditya
Tejas] Democratic Debate 2.1: A divided nation - a consequence of
exaggerated marketing? The case of the Czech Republic [Otto Eibl] 3.
Political Market Research [André Turcotte and Jennifer Lees-Marshment]
Case Study 3.1 - Big data analytics, technology, electoral choice and
political marketing in 2017 Kenyan elections [Bozo Jenje Bozo] Case study
3.2: Little data: Using social media to gain market research and inform
campaign strategy at local government level [Nicholas Mignacca] Democratic
debate 3.1: The ethical issues around big data in politics [Jennifer
Lees-Marshment, Edward Elder and Vincent Raynauld] 4. Political Branding
[Jennifer Lees-Marshment] Case Study 4.1: The success of Brand Trudeau in
2015 through clear, consistent messaging at a time for change [Amber
Wharepapa] Case Study 4.2: The (half a) Million-Dollar Slogan: Auckland
Council's Branding of Auckland City against Needham's Criteria for
Successful Brands [Sophie Sager] Case Study 4.3: How to sell a U-turn to
get re-elected: The case of Syriza from a political branding perspective
[Panos Koliastasis] Democratic Debate 4.1: Trumps political branding:
Expanding the participation of an underserved market? [Kenneth M Cosgrove]
5. Internal Political Marketing [Robin Pettitt and Jennifer Lees-Marshment]
Case Study 5.1: Who calls the shots? How centralising power improved NZ
Labour's success at the 2017 Election [Heather du Plessis-Allan] 6.
Broadcast Political Marketing Communication [Vincent Raynauld and Jennifer
Lees-Marshment] Case study 6.1: Targeting neglected voter groups online:
The 2016 Hillary Clinton campaign and Americans with disabilities [Filippo
Trevisan and Robert Rodriguez-Donoso] Democratic Debate 6.1: Political
Consultants' Ethics of Conviction [Milo Gregor] 7. Relational Political
Marketing Communication [Edward Elder and Jennifer Lees-Marshment] Case
study 7.1: Communicating contemporary market-oriented governing leadership:
Justin Trudeau 2015-7 [Danielle Parshotam and Edward Elder] Democratic
debate 7.1: The varied implications of relational political marketing
communication [Edward Elder] 8. Political Delivery Marketing [Jennifer
Lees-Marshment] Case study 8.1: The importance of communicating delivery: A
case study of Justin Trudeau's government [Hannah Lobb] Case Study 8.2:
'Delivering as the Mayor of Auckland: Phil Goff's first year' [Ryan Mearns]
Democratic Debate 8.1: Canada's Liberal Government as Delivery Devotees
[Anna Esselment] 9. Conclusion: Political Marketing Practice and Ethics
[Jennifer Lees-Marshment] Democratic Debate 9.1: The Brexit Referendum and
the limitations of consumer choice in political decisions [Paula Keaveney]
Democratic Debate 9.2: Political Marketing and Unfair Competition in
Politics [Arthur Beckman]