Political marketing : principles and applications /: principles and applications. (2019)

• Record Type: Book
• Further Information: Note: Jennifer Lees-Marshment, Brian Conley, Edward Elder, Robin Pettitt, Vincent Raynauld and André Turcotte.
• Authors: Lees-Marshment, Jennifer
• Contents: Cover; Praise; Half Title; Title Page; Copyright Page; Table of Contents; List of figures; List of tables; List of boxes; About the authors; Acknowledgements; Chapter 1: Introduction to political marketing; The basic components of political marketing; Why marketing, communication and politics students should; Researching and teaching political marketing; Summary; Discussion points; Assessment questions; References; Chapter 2: Political strategy; Targeting; Positioning strategies; Market- and sales-oriented strategies; Populist strategies; Strategy and the environment Measuring political strategyImplementing political strategy; Political strategy in the workplace; Summary; Discussion points; Assessment questions; Case Study 2.1 The failure of Blairism and the limits of market-orientation, by Aditya Tejas; Democratic Debate 2.1 A divided nation -- a consequence of exaggerated marketing? The case of the Czech Republic, by Otto Eibl; References; Chapter 3: Political market research; Context: The political market and the political consumer; Political market research tools; Quantitative research; Qualitative research; Other political market research tools How political market research is usedLimitations to the influence of political market research; PMR in the workplace; Summary; Discussion points; Assessment questions; Case Study 3.1 Big data analytics, technology, electoral choice and political marketing in 2017 Kenyan elections, by Bozo Jenje Bozo; Case Study 3.2 Little data: Using social media to gain market research and inform campaign strategy at local government level, by Nicholas Mignacca; Democratic Debate 3.1 The ethical issues around big data in politics, by Jennifer Lees-Marshment, Edward Elder and Vincent Raynauld; References Chapter 4: Political brandingCore principles of effective political brands and brand equity; Branding political leaders and candidates; Branding parties; Policy, government and programme branding; Nation and city branding; Maintaining and rebranding political brands; Political branding in the workplace; Summary; Discussion points; Assessment questions; Case Study 4.1 The success of Brand Trudeau in 2015 through clear, consistent messaging at a time for change, by 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, by Sophie SagerCase Study 4.3 How to sell a U-turn to get re-elected: The case of Syriza from a political branding perspective, by Panos Koliastasis; Democratic Debate 4.1 Trump's political branding: Expanding the participation of an underserved market? by Kenneth M. Cosgrove; References; Chapter 5: Internal political marketing; Marketing volunteers; Creating unity; Relationship marketing within political parties and campaigns; Fundraising
• Edition: Third edition, Revised edition
• Publisher Details: New York : Routledge
• Publication Date: 2019
• Copyright Date: 2019
• Extent: 1 online resource
• Subjects: 324.73; Campaign management; Political campaigns; Marketing -- Political aspects; Campaign management; Political campaigns; POLITICAL SCIENCE / Political Process / Elections; POLITICAL SCIENCE / Political Process / General; Electronic books
• Languages: English
• ISBNs: 9781351136907; 9781351136891; 9781351136877; 9781351136884; 1351136887
• Related ISBNs: 9780815353201; 0815353200; 9780815353225; 0815353227
• Notes: Note: Includes bibliographical references and index.; Note: Online resource; title from PDF title page (EBSCO, viewed May 9, 2019).
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.