Political Marketing

Principles and Applications

By Jennifer Lees-Marshment

Price: $45.95

• ISBN: 978-0-415-43129-3
• Binding: Paperback (also available in Hardback)
• Published by: Routledge
• Publication Date: 3rd July 2009
• Pages: 320

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About the Book

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.

Reviews

'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)

Table of Contents

Introduction 1. The Political Market and the Rise of the Political Consumer 2. What is Political Marketing? 3.Political Marketing Strategy 4. Understanding the Market: Market Intelligence, Consultation and Participation 5. Product Development and Branding 6. Internal Marketing: Marketing to Volunteers and the Party 7. Marketing Communication and Campaigns 8. Marketing in Government: Delivering and Staying in Touch 9. Global Knowledge Transfer 10. Political Marketing and Democracy

About the Author(s)

Jennifer Lees-Marshment is Senior Lecturer in Political Marketing at the University of Auckland and was founding chair of the UK P.S.A. Political marketing group. Her books include Political Marketing and British political parties (1st edition 2001, 2nd 2008), The Political Marketing Revolution (2004), Political Marketing in Comparative Perspective (2005, co-editor) and Current Issues in Political Marketing (2005, co-editor).

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