Political Marketing: Principles and Applications - Softcover

Lees-Marshment, Jennifer

Softcover

ISBN 10: 0415431298 ISBN 13: 9780415431293

Publisher: Routledge, 2009

Synopsis

Political Marketing is the first comprehensive textbook to focus on political marketing, and introduces students to how candidates, parties, elected officials and governments around the world utilise marketing concepts and tools win elections and remain in office.

Drawing on the latest theoretical work and providing the broadest collation of international political marketing research available, this text:

• examines a wide range of political marketing topics including the rise of the political consumer, market intelligence and segmentation, opposition research, e-marketing, direct mail, market-orientation and strategy, internal marketing, product re-development, branding, local political marketing, marketing in government, delivery and global knowledge transfer
• analyses the implications of political marketing for democracy - are we happy to be 'citizen-consumers'?
• features over 40 case studies written by international specialists in over 20 countries, and practitioner perspectives from those currently engaged in political marketing
• illustrates theories with clear examples integrated with topical discussion points, and provides essay and applied assessment suggestions in each chapter.

Presented in clear and engaging style, this textbook offers sophisticated understanding of this exciting new area. Written by a leading expert in the field, it is essential reading for all students of political marketing, parties and elections and comparative politics.

About this title

Review:

'Lees-Marshment is one of the leading scholars in political marketing, and it shows in this comprehensive introduction and analysis of political marketing as theory and practice. For anyone interested in political marketing, this is a must-read' - Jesper Strömbäck, Mid-Sweden University

‘This is a wide-ranging and engrossing introduction to a field that, despite its central importance to much of modern political activity, is still too little understood by all but the initiated minority’ - Roger Mortimore, Director of Political Analysis Ipsos MORI Social Research Institute

"Jennifer Lees-Marshment has written an exceptional, much-needed study on political marketing.  Its mixture of marketing theory, applied politics, and pithy case studies makes this an invaluable addition to our understanding of campaigns, elections, and politicking." - Dennis W. Johnson, Professor of Political Management, The George Washington University, and editor of Campaigning for President 2008 (Routledge 2009)

Synopsis:

Political marketing is the use of marketing concepts and techniques by political parties. It has become an increasingly important part of political communication in the UK, the US and elsewhere. This book is the first comprehensive textbook on political marketing. Drawing on the latest theoretical work and applying it to a wide variety of international case studies, this text explains the nature of political marketing - how political parties use market intelligence and advertising, sales techniques, product-redesigns, issues/policy/candidate development and media management.It examines the implications of political marketing for democracy - are we happy to be 'citizen-consumers'? It analyses how the rise of political marketing impacts on political science - from rational choice and voting behaviour to the role of the state and questions of participation and governance. It features short case studies from other authors in countries around the world to illustrate both the international use of political marketing and different aspects of political marketing.

About this edition

• Publisher: Routledge
• Publication date: 2009
• ISBN 10: 0415431298
• ISBN 13: 9780415431293
• Binding: Paperback
• Edition number: 1
• Number of pages: 320