Political Marketing: Principles and Applications

✍ Scribed by Jennifer Lees-Marshment, Brian Conley, Edward Elder, Robin Pettitt, Vincent Raynauld, André Turcotte

• Publisher: Routledge
• Year: 2019
• Tongue: English
• Leaves: 287
• Edition: 3
• Category: Library

✦ Table of 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 strategy
Implementing 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 used
Limitations 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 branding
Core 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 Sager
Case 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
Managing political marketing staff and resources
Central versus local versus volunteer control
Internal political marketing in the workplace
Summary
Discussion points
Assessment questions
Case Study 5.1 Who calls the shots? How centralising power improved NZ Labour’s success at the 2017 election, by Heather du Plessis-Allan
References
Chapter 6: Broadcast political marketing communication
Marketing communication of candidates
Campaign communication
Communication tools
Selling policy
Communicating change
Crisis management
Integrated marketing communications
Political marketing communications in the workplace
Summary
Discussion points
Assessment questions
Case Study 6.1 Targeting neglected voter groups online: The 2016 Hillary Clinton campaign and Americans with disabilities, by Filippo Trevisan and Robert Rodriguez-Donoso
Democratic Debate 6.1 Political consultants’ ethics of conviction, by Miloš Gregor
References
Chapter 7: Relational political marketing communication
E-marketing
Public relations
Interactive and responsive leadership communication
Voter responsibility communication
Reputation management
Political marketing relational communications in the workplace
Summary
Discussion points
Assessment questions
Case Study 7.1 Communicating contemporary market-oriented governing leadership: Justin Trudeau 2015–2017, by Danielle Parshotam and Edward Elder
Democratic Debate 7.1 The varied implications of relational political marketing communication,by Edward Elder
References
Chapter 8: Political delivery marketing
Delivery challenges
Pre-election delivery
Making delivery happen in power
Managing problems in delivery
Communicating delivery progress and success
Political marketing delivery in the workplace
Summary
Discussion points
Assessment questions
Case Study 8.1 The importance of communicating delivery: A case study of Justin Trudeau’s government, by Hannah Lobb
Case Study 8.2 Delivering as the Mayor of Auckland: Phil Goff’s first year, by Ryan Mearns
Democratic Debate 8.1 Canada’s Liberal Government as delivery devotees, by Anna Esselment
References
Chapter 9: Conclusion: Political marketing practice and ethics
Political marketing in practice
Political marketing and ethics
Summary
Democratic Debate 9.1 The Brexit Referendum and the limitations of consumer choice in political decisions, by Paula Keaveney
Democratic Debate 9.2 Political marketing and unfair competition in politics, by Arthur Beckman
References
Index