This work demonstrates how British political parties now have to use sophisticated political marketing techniques in order to gain electoral success. By conducting focus groups and opinion polls, parties attempt to find out what it is that voters want from them - they then change their behaviour and political stance in order to reflect their findings. The summer of 2000 provided classic examples of this type of behaviour in action, with William Hague and Tony Blair sending out conflicting and confusing soundbites in an attempt to capture the popular imagination on issues such as pensions, asylum seekers and the pound. Parties now attempt to offer a complete product - including their leader, membership rights and policy - that will appeal to a majority of voters, rather than being influenced by a political ideology and firm belief system. In 1983 Labour were the classic example of a party that was led by ideology and tried to persuade voters that their way was the right way, whereas new Labour in 1997 is the classic market-oriented party. Political parties today focus on the needs and wants of voters in much the same way that businesses seek to serve their consumers in order to make profits. The title goes on to discuss what this means for democracy - are parties more responsive, voters more critical and is there a greater focus on policy and delivery - is British democracy thriving, or is the fact that there is no longer any ideological standpoint behind the messages of the major parties an affront to the democratic process?
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Jennifer Lees-Marshment is Research Fellow at the University of Aberdeen
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Seller: WorldofBooks, Goring-By-Sea, WS, United Kingdom
Paperback. Condition: Very Good. This work demonstrates how British political parties now have to use sophisticated political marketing techniques in order to gain electoral success. By conducting focus groups and opinion polls, parties attempt to find out what it is that voters want from them - they then change their behaviour and political stance in order to reflect their findings. The summer of 2000 provided classic examples of this type of behaviour in action, with William Hague and Tony Blair sending out conflicting and confusing soundbites in an attempt to capture the popular imagination on issues such as pensions, asylum seekers and the pound. Parties now attempt to offer a complete product - including their leader, membership rights and policy - that will appeal to a majority of voters, rather than being influenced by a political ideology and firm belief system. In 1983 Labour were the classic example of a party that was led by ideology and tried to persuade voters that their way was the right way, whereas new Labour in 1997 is the classic market-oriented party. Political parties today focus on the needs and wants of voters in much the same way that businesses seek to serve their consumers in order to make profits. The title goes on to discuss what this means for democracy - are parties more responsive, voters more critical and is there a greater focus on policy and delivery - is British democracy thriving, or is the fact that there is no longer any ideological standpoint behind the messages of the major parties an affront to the democratic process? The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Seller Inventory # GOR002219943
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Seller: WorldofBooks, Goring-By-Sea, WS, United Kingdom
Paperback. Condition: Fair. This work demonstrates how British political parties now have to use sophisticated political marketing techniques in order to gain electoral success. By conducting focus groups and opinion polls, parties attempt to find out what it is that voters want from them - they then change their behaviour and political stance in order to reflect their findings. The summer of 2000 provided classic examples of this type of behaviour in action, with William Hague and Tony Blair sending out conflicting and confusing soundbites in an attempt to capture the popular imagination on issues such as pensions, asylum seekers and the pound. Parties now attempt to offer a complete product - including their leader, membership rights and policy - that will appeal to a majority of voters, rather than being influenced by a political ideology and firm belief system. In 1983 Labour were the classic example of a party that was led by ideology and tried to persuade voters that their way was the right way, whereas new Labour in 1997 is the classic market-oriented party. Political parties today focus on the needs and wants of voters in much the same way that businesses seek to serve their consumers in order to make profits. The title goes on to discuss what this means for democracy - are parties more responsive, voters more critical and is there a greater focus on policy and delivery - is British democracy thriving, or is the fact that there is no longer any ideological standpoint behind the messages of the major parties an affront to the democratic process? A readable copy of the book which may include some defects such as highlighting and notes. Cover and pages may be creased and show discolouration. Seller Inventory # GOR006829130
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Paperback. Condition: Very Good. Political Marketing and British Political Parties: The Party's Just Begun (Political Analyses) This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Seller Inventory # 7719-9780719060175
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Paperback. Condition: Very Good. This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Seller Inventory # 6545-9780719060175
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Condition: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. Clean from markings. In good all round condition. Seller Inventory # 9719268
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Condition: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. Clean from markings. In good all round condition. Seller Inventory # 9719270
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Condition: Fair. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In fair condition, suitable as a study copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,500grams, ISBN:9780719060175. Seller Inventory # 9951626
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