Political marketing: principles and applications
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London [u.a.]
Routledge
2009
|
| Edition: | 1. publ. |
| Subjects: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018663798&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Item Description: | Includes bibliographical references and index |
| Physical Description: | XIX, 294 S. 26 cm |
| ISBN: | 041543128X 0415431298 9780415431286 9780415431293 |
Staff View
MARC
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| 100 | 1 | |a Lees-Marshment, Jennifer |e Verfasser |0 (DE-588)129648922 |4 aut | |
| 245 | 1 | 0 | |a Political marketing |b principles and applications |c Jennifer Lees-Marshment |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a London [u.a.] |b Routledge |c 2009 | |
| 300 | |a XIX, 294 S. |c 26 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 650 | 4 | |a Politik | |
| 650 | 4 | |a Campaign management | |
| 650 | 4 | |a Political campaigns | |
| 650 | 4 | |a Marketing |x Political aspects | |
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Record in the Search Index
| _version_ | 1819347896917557248 |
|---|---|
| adam_text | Contents
List
afease
studies and contributor details
χ
List of tables
xvii
List of boxes
xviii
Preface
xx
Introduction
1
1
The political market and the rise of the political consumer
5
The political marketplace
5
The political consumer
9
The debate on the consequences of political consumerism
12
Political consumer: a mixture of citizen and consumer
14
2
What is political marketing?
22
How can marketing be applied to politics?
22
The origins of political marteting: broadening the concept of marking
24
Political marketing: a marriage
of politics and marketing
26
Early political marketing communication literature
27
Developed political marketing work in communication and strategy
28
Is political marketing
stilljust
about communication?
28
Definitions and scope
28
Marketing concepts to be used in politics
30
What are organisations marketing? The political product
31
To whom are organisations marketing? Political markets
32
Why are organisations marketing? Goals of political marketing
33
3
Political marketing strategy
40
A market-orientation in politics
41
Newman s
(1994)
model of political marteting
42
Lees-Marshment s
(2001)
market/sales/product-oriented party framework
43
Ormrod s
(2005)
model of political market-orientation
50
Linking a market-orientation to election results
51
Market-oriented candidate theory
52
Broader strategy frameworks
58
Military strategy in politics
59
Measuring strategic behaviour
61
The big question
-
should parties be market-orientated?
62
viii Contents
4
Understanding the market: market intelligence, consultation
and participation
76
Identifying, segmenting and targeting the market
76
Understanding market demands
82
Opposition, candidate and policy research
87
Party, candidate and government consultation
90
Using market intelligence in positioning
91
Barriers to market intelligence being used in politics
93
Limitations of market intelligence in politics
93
Potential of market intelligence in politics
97
5
Product development and branding
108
Product development
108
Branding 111
Practical issues with product design and branding
113
Democratic issues with product development and branding in
politics
119
6
Internal marketing: marketing to volunteers and the party
141
Internal marketing and marketing members
141
Managing the implementation of a market-orientation
146
Democratic issues
149
7
Marketing communication and campaigns
162
Why do politicians and parties want to use marking
communications?
162
When do politicians use marketing communications?
162
Using market intelligence to inform communication
163
Using segmentation and targeting in communication
166
Direct marketing
167
Insights marketing
169
Guerilla marketing
169
E-marketing
170
Local political marketing communication
173
Market-oriented forms of marketing communications
174
Public relations
174
Democratic issues
175
8
Marketing in government: delivering and staying in touch
199
The nature of government and the limitations it imposes
199
Pre-election government marketing and progress reports once
in power
200
Delivery
203
Maintaining a market-orientation in government
208
Strategy in government
211
Redesigning and rebranding for future elections
213
Market intelligence as consultation
216
Government marketing communications
218
When to lead, when to follow: the dilemmas facing leaders in power
222
Contents ix
9 Global
knowledge transfer
236
Political marteting practitioners and consultants
236
Global political marketing products
241
Comparative analysis of political marketing in different countries
241
Democratic implications of international political marketing
243
10
Political marketing and democracy
266
Problems with political marketing
266
Potential of political marketing
275
Index
293
|
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| bvnumber | BV035804738 |
| callnumber-first | J - Political Science |
| callnumber-label | JF2112 |
| callnumber-raw | JF2112.C3 |
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| dewey-full | 324.7/3 342.029 |
| dewey-hundreds | 300 - Social sciences |
| dewey-ones | 324 - The political process 342 - Constitutional and administrative law |
| dewey-raw | 324.7/3 342.029 |
| dewey-search | 324.7/3 342.029 |
| dewey-sort | 3324.7 13 |
| dewey-tens | 320 - Political science (Politics and government) 340 - Law |
| discipline | Rechtswissenschaft Politologie |
| edition | 1. publ. |
| format | Book |
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| id | DE-604.BV035804738 |
| illustrated | Not Illustrated |
| indexdate | 2024-12-20T14:00:35Z |
| institution | BVB |
| isbn | 041543128X 0415431298 9780415431286 9780415431293 |
| language | English |
| lccn | 2008054937 |
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| physical | XIX, 294 S. 26 cm |
| publishDate | 2009 |
| publishDateSearch | 2009 |
| publishDateSort | 2009 |
| publisher | Routledge |
| record_format | marc |
| spellingShingle | Lees-Marshment, Jennifer Political marketing principles and applications Politik Campaign management Political campaigns Marketing Political aspects Politik (DE-588)4046514-7 gnd Marketing (DE-588)4037589-4 gnd Politische Kommunikation (DE-588)4134262-8 gnd |
| subject_GND | (DE-588)4046514-7 (DE-588)4037589-4 (DE-588)4134262-8 |
| title | Political marketing principles and applications |
| title_auth | Political marketing principles and applications |
| title_exact_search | Political marketing principles and applications |
| title_full | Political marketing principles and applications Jennifer Lees-Marshment |
| title_fullStr | Political marketing principles and applications Jennifer Lees-Marshment |
| title_full_unstemmed | Political marketing principles and applications Jennifer Lees-Marshment |
| title_short | Political marketing |
| title_sort | political marketing principles and applications |
| title_sub | principles and applications |
| topic | Politik Campaign management Political campaigns Marketing Political aspects Politik (DE-588)4046514-7 gnd Marketing (DE-588)4037589-4 gnd Politische Kommunikation (DE-588)4134262-8 gnd |
| topic_facet | Politik Campaign management Political campaigns Marketing Political aspects Marketing Politische Kommunikation |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018663798&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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