Routledge Handbook of Political Marketing (eBook, ePUB)
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Routledge Handbook of Political Marketing (eBook, ePUB)
Redaktion: Lees-Marshment, Jennifer
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Routledge Handbook of Political Marketing will contain cutting edge contributions written by academic experts and informed practitioners but will also have a cohesive structure, contain emerging areas and authors alongside established ones. The handbook will also address the practicalities as well as the broader impact of political marketing on politics including its' role in the changing relationship between political leaders, parties and voters.
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Routledge Handbook of Political Marketing will contain cutting edge contributions written by academic experts and informed practitioners but will also have a cohesive structure, contain emerging areas and authors alongside established ones. The handbook will also address the practicalities as well as the broader impact of political marketing on politics including its' role in the changing relationship between political leaders, parties and voters.
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Produktdetails
- Produktdetails
- Verlag: Taylor & Francis
- Seitenzahl: 408
- Erscheinungstermin: 12. März 2012
- Englisch
- ISBN-13: 9781136597435
- Artikelnr.: 38455375
- Verlag: Taylor & Francis
- Seitenzahl: 408
- Erscheinungstermin: 12. März 2012
- Englisch
- ISBN-13: 9781136597435
- Artikelnr.: 38455375
Jennifer Lees-Marshment (University of Auckland, New Zealand) is an international expert in political marketing and author/editor of 10 books, including Political Marketing: principles and applications (2009) and Global Political Marketing (2010).
1. Introduction: Political Marketing in the 21st Century Jennifer
Lees-Marshment Section 1: Understanding the Market, Gathering Ideas and
Debate 2. The Role of Opinion Research in Setting Campaign Strategy
Alexander Braun 3. Political Marketing and Segmentation in Aging
Democracies Scott Davidson and Robert H. Binstock 4. Strategic Voter
Selection Michael John Burton 5. Government Public Opinion Research and
Consultation: Experiences in Deliberative Marketing Mathias König and
Wolfgang König 6. Co-Creating the Future Roy Langmaid Section 2: Product
Development, Branding and Strategy 7. Political Party Market Orientation in
a Global Perspective Jesper Strömbäck 8. Niche Marketing the Greens in
Canada and Scotland Susan Harada and Helen Morris 9. Political Branding in
the Modern Age - Effective Strategies, Tools & Techniques Kenneth M.
Cosgrove 10. The Politics of Hope: The Democratic Party and the
Institutionalization of the Obama Brand in the 2010 Mid-Term Elections
Brian Matthew Conley Section 3: Internal Marketing 11. Internal Party
Political Relationship Marketing:Encouraging Activism amongst Local Party
Members Robin T. Pettitt 12. Party Members as Part-time Marketers: Using
Relationship Marketing to Demonstrate the Importance of Rank-and-File Party
Members in Election Campaigns Peter Van Aelst, Joop van Holsteyn and Ruud
Koole 13. Yes We Can (Fundraise): The Ethics of Marketing in Political
Fundraising Alex Marland 14. Political Parties and Direct Marketing:
Connecting Voters and Candidates more Effectively Peter N. Ubertaccio 15.
The Party Official as Political Marketer: The Australian Experience
Stephen Mills Section 4: Communicating and Connecting with the Public 16.
Campaigning in the Twenty-First Century: Change and Continuity in American
Political Marketing Dennis W. Johnson 17. Selling Sarah Palin: Political
Marketing and the 'Wal-Mart Mom' Robert Busby 18. Populism as Political
Marketing Technique Georg Winder and Jens Tenscher 19. Something Old,
Something New? Modelling Political Communication in the 2010 UK General
Election Jenny Lloyd 20. Interacting Leaders Claire Robinson 21. Underused
Campaigning Tools: Political Public Relations Nigel A. Jackson 22.
Political Marketing in an Online Election Environment: Short Term Sales or
Long-Term Relationships? Nigel A. Jackson, Darren G. Lilleker and Eva
Schweitzer Section 5: Government Marketing - Delivery, Policy and
Leadership 23. Delivering in Government and Getting Results in Minorities
and Coalitions Anna Esselment 24. Amateur Coalitions Strategies: Tensions
about Legitimacy in Environmental Causes Émilie Foster, Raymond Hudon and
Stéphanie Yates 25. Branding Public Policy David Marsh and Paul Fawcett
26. The Use of Public Opinion Research by Government: Insights from
American and Canadian Research Lisa Birch and Francois Petry 27. Making
Space for Leadership: The Scope for Politicians to Choose How They Respond
to Market Research Jennifer Lees-Marshment 28. Conclusion: New Directions
in Political Marketing Practice, Political Marketing and Democracy and
Future Trends Jennifer Lees-Marshment
Lees-Marshment Section 1: Understanding the Market, Gathering Ideas and
Debate 2. The Role of Opinion Research in Setting Campaign Strategy
Alexander Braun 3. Political Marketing and Segmentation in Aging
Democracies Scott Davidson and Robert H. Binstock 4. Strategic Voter
Selection Michael John Burton 5. Government Public Opinion Research and
Consultation: Experiences in Deliberative Marketing Mathias König and
Wolfgang König 6. Co-Creating the Future Roy Langmaid Section 2: Product
Development, Branding and Strategy 7. Political Party Market Orientation in
a Global Perspective Jesper Strömbäck 8. Niche Marketing the Greens in
Canada and Scotland Susan Harada and Helen Morris 9. Political Branding in
the Modern Age - Effective Strategies, Tools & Techniques Kenneth M.
Cosgrove 10. The Politics of Hope: The Democratic Party and the
Institutionalization of the Obama Brand in the 2010 Mid-Term Elections
Brian Matthew Conley Section 3: Internal Marketing 11. Internal Party
Political Relationship Marketing:Encouraging Activism amongst Local Party
Members Robin T. Pettitt 12. Party Members as Part-time Marketers: Using
Relationship Marketing to Demonstrate the Importance of Rank-and-File Party
Members in Election Campaigns Peter Van Aelst, Joop van Holsteyn and Ruud
Koole 13. Yes We Can (Fundraise): The Ethics of Marketing in Political
Fundraising Alex Marland 14. Political Parties and Direct Marketing:
Connecting Voters and Candidates more Effectively Peter N. Ubertaccio 15.
The Party Official as Political Marketer: The Australian Experience
Stephen Mills Section 4: Communicating and Connecting with the Public 16.
Campaigning in the Twenty-First Century: Change and Continuity in American
Political Marketing Dennis W. Johnson 17. Selling Sarah Palin: Political
Marketing and the 'Wal-Mart Mom' Robert Busby 18. Populism as Political
Marketing Technique Georg Winder and Jens Tenscher 19. Something Old,
Something New? Modelling Political Communication in the 2010 UK General
Election Jenny Lloyd 20. Interacting Leaders Claire Robinson 21. Underused
Campaigning Tools: Political Public Relations Nigel A. Jackson 22.
Political Marketing in an Online Election Environment: Short Term Sales or
Long-Term Relationships? Nigel A. Jackson, Darren G. Lilleker and Eva
Schweitzer Section 5: Government Marketing - Delivery, Policy and
Leadership 23. Delivering in Government and Getting Results in Minorities
and Coalitions Anna Esselment 24. Amateur Coalitions Strategies: Tensions
about Legitimacy in Environmental Causes Émilie Foster, Raymond Hudon and
Stéphanie Yates 25. Branding Public Policy David Marsh and Paul Fawcett
26. The Use of Public Opinion Research by Government: Insights from
American and Canadian Research Lisa Birch and Francois Petry 27. Making
Space for Leadership: The Scope for Politicians to Choose How They Respond
to Market Research Jennifer Lees-Marshment 28. Conclusion: New Directions
in Political Marketing Practice, Political Marketing and Democracy and
Future Trends Jennifer Lees-Marshment
1. Introduction: Political Marketing in the 21st Century Jennifer
Lees-Marshment Section 1: Understanding the Market, Gathering Ideas and
Debate 2. The Role of Opinion Research in Setting Campaign Strategy
Alexander Braun 3. Political Marketing and Segmentation in Aging
Democracies Scott Davidson and Robert H. Binstock 4. Strategic Voter
Selection Michael John Burton 5. Government Public Opinion Research and
Consultation: Experiences in Deliberative Marketing Mathias König and
Wolfgang König 6. Co-Creating the Future Roy Langmaid Section 2: Product
Development, Branding and Strategy 7. Political Party Market Orientation in
a Global Perspective Jesper Strömbäck 8. Niche Marketing the Greens in
Canada and Scotland Susan Harada and Helen Morris 9. Political Branding in
the Modern Age - Effective Strategies, Tools & Techniques Kenneth M.
Cosgrove 10. The Politics of Hope: The Democratic Party and the
Institutionalization of the Obama Brand in the 2010 Mid-Term Elections
Brian Matthew Conley Section 3: Internal Marketing 11. Internal Party
Political Relationship Marketing:Encouraging Activism amongst Local Party
Members Robin T. Pettitt 12. Party Members as Part-time Marketers: Using
Relationship Marketing to Demonstrate the Importance of Rank-and-File Party
Members in Election Campaigns Peter Van Aelst, Joop van Holsteyn and Ruud
Koole 13. Yes We Can (Fundraise): The Ethics of Marketing in Political
Fundraising Alex Marland 14. Political Parties and Direct Marketing:
Connecting Voters and Candidates more Effectively Peter N. Ubertaccio 15.
The Party Official as Political Marketer: The Australian Experience
Stephen Mills Section 4: Communicating and Connecting with the Public 16.
Campaigning in the Twenty-First Century: Change and Continuity in American
Political Marketing Dennis W. Johnson 17. Selling Sarah Palin: Political
Marketing and the 'Wal-Mart Mom' Robert Busby 18. Populism as Political
Marketing Technique Georg Winder and Jens Tenscher 19. Something Old,
Something New? Modelling Political Communication in the 2010 UK General
Election Jenny Lloyd 20. Interacting Leaders Claire Robinson 21. Underused
Campaigning Tools: Political Public Relations Nigel A. Jackson 22.
Political Marketing in an Online Election Environment: Short Term Sales or
Long-Term Relationships? Nigel A. Jackson, Darren G. Lilleker and Eva
Schweitzer Section 5: Government Marketing - Delivery, Policy and
Leadership 23. Delivering in Government and Getting Results in Minorities
and Coalitions Anna Esselment 24. Amateur Coalitions Strategies: Tensions
about Legitimacy in Environmental Causes Émilie Foster, Raymond Hudon and
Stéphanie Yates 25. Branding Public Policy David Marsh and Paul Fawcett
26. The Use of Public Opinion Research by Government: Insights from
American and Canadian Research Lisa Birch and Francois Petry 27. Making
Space for Leadership: The Scope for Politicians to Choose How They Respond
to Market Research Jennifer Lees-Marshment 28. Conclusion: New Directions
in Political Marketing Practice, Political Marketing and Democracy and
Future Trends Jennifer Lees-Marshment
Lees-Marshment Section 1: Understanding the Market, Gathering Ideas and
Debate 2. The Role of Opinion Research in Setting Campaign Strategy
Alexander Braun 3. Political Marketing and Segmentation in Aging
Democracies Scott Davidson and Robert H. Binstock 4. Strategic Voter
Selection Michael John Burton 5. Government Public Opinion Research and
Consultation: Experiences in Deliberative Marketing Mathias König and
Wolfgang König 6. Co-Creating the Future Roy Langmaid Section 2: Product
Development, Branding and Strategy 7. Political Party Market Orientation in
a Global Perspective Jesper Strömbäck 8. Niche Marketing the Greens in
Canada and Scotland Susan Harada and Helen Morris 9. Political Branding in
the Modern Age - Effective Strategies, Tools & Techniques Kenneth M.
Cosgrove 10. The Politics of Hope: The Democratic Party and the
Institutionalization of the Obama Brand in the 2010 Mid-Term Elections
Brian Matthew Conley Section 3: Internal Marketing 11. Internal Party
Political Relationship Marketing:Encouraging Activism amongst Local Party
Members Robin T. Pettitt 12. Party Members as Part-time Marketers: Using
Relationship Marketing to Demonstrate the Importance of Rank-and-File Party
Members in Election Campaigns Peter Van Aelst, Joop van Holsteyn and Ruud
Koole 13. Yes We Can (Fundraise): The Ethics of Marketing in Political
Fundraising Alex Marland 14. Political Parties and Direct Marketing:
Connecting Voters and Candidates more Effectively Peter N. Ubertaccio 15.
The Party Official as Political Marketer: The Australian Experience
Stephen Mills Section 4: Communicating and Connecting with the Public 16.
Campaigning in the Twenty-First Century: Change and Continuity in American
Political Marketing Dennis W. Johnson 17. Selling Sarah Palin: Political
Marketing and the 'Wal-Mart Mom' Robert Busby 18. Populism as Political
Marketing Technique Georg Winder and Jens Tenscher 19. Something Old,
Something New? Modelling Political Communication in the 2010 UK General
Election Jenny Lloyd 20. Interacting Leaders Claire Robinson 21. Underused
Campaigning Tools: Political Public Relations Nigel A. Jackson 22.
Political Marketing in an Online Election Environment: Short Term Sales or
Long-Term Relationships? Nigel A. Jackson, Darren G. Lilleker and Eva
Schweitzer Section 5: Government Marketing - Delivery, Policy and
Leadership 23. Delivering in Government and Getting Results in Minorities
and Coalitions Anna Esselment 24. Amateur Coalitions Strategies: Tensions
about Legitimacy in Environmental Causes Émilie Foster, Raymond Hudon and
Stéphanie Yates 25. Branding Public Policy David Marsh and Paul Fawcett
26. The Use of Public Opinion Research by Government: Insights from
American and Canadian Research Lisa Birch and Francois Petry 27. Making
Space for Leadership: The Scope for Politicians to Choose How They Respond
to Market Research Jennifer Lees-Marshment 28. Conclusion: New Directions
in Political Marketing Practice, Political Marketing and Democracy and
Future Trends Jennifer Lees-Marshment