The political marketing game:
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Houndmills
Palgrave Macmillan
2011
|
| Ausgabe: | 1. publ. |
| Schlagwörter: | |
| Links: | http://www.netread.com/jcusers/1388/2307262/image/lgcover.9780230537774.jpg http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022528952&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Beschreibung: | Includes index. |
| Umfang: | XII, 259 S. |
| ISBN: | 9780230537774 |
Internformat
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Datensatz im Suchindex
| _version_ | 1819344136714584064 |
|---|---|
| adam_text | IMAGE 1
THE POLITICAL MARKETING
GAME JENNIFER LEES-MARSHMENT DEPARTMENT ARPALITICAL STUDIES, UNIVERSITY
OR AUCKLAND, NEW ZEALAND
IMAGE 2
CONTENTS
LIST OF TABLES AND DIAGRAMS X
FU~ ~
INTRODUCTION 1
METHODOLOGICAL APPROACH 2
STRUCTURE OF THE BOOK 9
1 ANALYSING THE MARKET 11
THE CHANGING MARKET AND IMPORTANCE OF MARKET ANALYSIS 12
MARKET ANALYSIS METHODS 16
INDIVIDUALISING THE MARKET: SEGMENTATION, VOTER PROFILING, TARGETING AND
GET OUT THE VOTE 20
CANDIDATE ANALYSIS 24
PREDICTIVE MARKET ANALYSIS 26
CONSULTATION 28
CONSULTANTS AND CLIENTS 30
USING MARKET ANALYSIS IN POLITICS 35
SUMMARY 41
2 STRATEGIC DEVELOPMENT 4S
DEVELOPING THE PRODUCT 45
STRATEGY 51
POSITIONING AND THE COMPETITION 60
BRANDING 66
AUTHENTICITY 73
SUMMARY 75
3 LEADING RESPONSIVELY 79
ACHIEVING CHANGE AND NEW POLICIES 79
TRUE LEADERSHIP: BALANCING LEADING AND FOLLOWING THE MARKET 87
THE ADVISOR-LEADERSHIP RELATIONSHIP 94
SUMMARY 102
4 MARKETING THE PARTY 104
THE VALUE OF MARKETING THE PARTY 105
MAINTAINING A LONG-TERM PARTY ORGANISATION 105
VII
IMAGE 3
VIII CONTENTS
MANAGING AND DEVELOPING VOLUNTEER ACTIVITY 108
MARKETING FOR MONEY 115
MARKETING VISION AND IDEOLOGY 116
INTERNAL UNITY 118
SUMMARY 124
5 COMMUNICATING 127
STRATEGY AND COMMUNICATION 128
COMMUNICATING COMPLEX POLICY 130
SELLING POLICY 132
COMMUNICATING A LEADER 133
COMMUNICATING PRODUCT CHANGE OR RE-POSITIONING 136
GET OUT THE VOTE 138
ELECTION CAMPAIGNING 139
ADVERTISING 141
TARGETED COMMUNICATION 142
COMPETITION COMMUNICATION 143
RECEIVER-RESPONSIVE COMMUNICATION 145
E-MARKETING 148
AUTHENTIC COMMUNICATION 153
MANAGING INTERNAL RELATIONSHIPS 155
MANAGING THE MEDIA RELATIONSHIP 158
COMMUNICATION ADVISORS AND CLIENTS 161
SUMMARY 163
6 MANAGING DELIVERY 167
THE IMPORTANCE OF DELIVERY 167
PRE-ELECTION DELIVERY 170
DELIVERY STRATEGY 173
MAKING DELIVERY HAPPEN 175
MANAGING FAILURES IN DELIVERY 179
COMMUNICATING DELIVERY 181
PUBLIC EVALUATION OF DELIVERY 185
SUMMARY 188
7 MARKETING DEMOCRATICALLY 191
OVERCOMING POTENTIAL PROBLEMS 192
REALISING THE DEMOCRATIC BENEFITS 200
CREATING NEW WAYS TO USE POLITICAL MARKET DEMOCRATICALLY 204 SUMMARY 210
IMAGE 4
CONTENTS IX
CONCLUSION: POLITICAL MARKETING, DEMOCRACY AND
PARTNERSHIP 212
WINNING THE POLITICAL MARKETING GAME 213
TOWARDS A PARTNERSHIP DEMOCRACY 223
OVERALL RELATIONSHIP: A PARTNERSHIP BETWEEN POLITICIAN AND THE PUBLIC
227
A PARTNERSHIP DEMOCRACY IN CONTEXT 228
DEMOCRACY IN EVOLUTION 236
ACADEMIC REFERENCES 238
PRACTITIONER INTERVIEW REFERENCES 252
INDEX 258
IMAGE 5
LIST OF TABLES AND DIAGRAMS
TABLES 1.1 RULES OF THE GAME FOR MARKET ANALYSIS 42
2.1 RULES OF THE GAME FOR STRATEGIC DEVELOPMENT 76
3.1 RULES OF THE GAME FOR POLITICAL MARKETING AND LEADERSHIP 102
4.1 RULES OF THE GAME FOR MARKETING THE PARTY 125
5.1 RULES OF THE GAME FOR COMMUNICATING 163
6.1 RULES OF THE GAME FOR MANAGING DELIVERY 189
7.1 RULES OF THE GAME FOR MARKETING DEMOCRATICALLY 211
DIAGRAMS
1 WINNING THE POLITICAL MARKETING GAME 2 PLAYING THE POLITICAL MARKETING
GAME DEMOCRATICALLY 3 A PARTNERSHIP DEMOCRACY
214 222 224
X
|
| any_adam_object | 1 |
| author | Lees-Marshment, Jennifer |
| author_GND | (DE-588)129648922 |
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| author_role | aut |
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| author_variant | j l m jlm |
| building | Verbundindex |
| bvnumber | BV037375711 |
| callnumber-first | J - Political Science |
| callnumber-label | JF2112 |
| callnumber-raw | JF2112.C3 |
| callnumber-search | JF2112.C3 |
| callnumber-sort | JF 42112 C3 |
| callnumber-subject | JF - Public Administration |
| ctrlnum | (OCoLC)730005169 (DE-599)BVBBV037375711 |
| dewey-full | 324.7 |
| dewey-hundreds | 300 - Social sciences |
| dewey-ones | 324 - The political process |
| dewey-raw | 324.7 |
| dewey-search | 324.7 |
| dewey-sort | 3324.7 |
| dewey-tens | 320 - Political science (Politics and government) |
| discipline | Politologie |
| edition | 1. publ. |
| format | Book |
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| id | DE-604.BV037375711 |
| illustrated | Not Illustrated |
| indexdate | 2024-12-20T15:15:32Z |
| institution | BVB |
| isbn | 9780230537774 |
| language | English |
| lccn | 2010050921 |
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| oclc_num | 730005169 |
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| owner | DE-12 |
| owner_facet | DE-12 |
| physical | XII, 259 S. |
| publishDate | 2011 |
| publishDateSearch | 2011 |
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| publisher | Palgrave Macmillan |
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| spellingShingle | Lees-Marshment, Jennifer The political marketing game Politik Campaign management Political campaigns Marketing Political aspects POLITICAL SCIENCE / Political Ideologies / Democracy bisacsh POLITICAL SCIENCE / Government / Comparative bisacsh POLITICAL SCIENCE / Government / National bisacsh Politische Kampagne (DE-588)4998160-2 gnd Wahlkampf (DE-588)4064292-6 gnd Politik (DE-588)4046514-7 gnd Politische Kommunikation (DE-588)4134262-8 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4998160-2 (DE-588)4064292-6 (DE-588)4046514-7 (DE-588)4134262-8 (DE-588)4037589-4 |
| title | The political marketing game |
| title_auth | The political marketing game |
| title_exact_search | The political marketing game |
| title_full | The political marketing game Jennifer Lees-Marshment |
| title_fullStr | The political marketing game Jennifer Lees-Marshment |
| title_full_unstemmed | The political marketing game Jennifer Lees-Marshment |
| title_short | The political marketing game |
| title_sort | the political marketing game |
| topic | Politik Campaign management Political campaigns Marketing Political aspects POLITICAL SCIENCE / Political Ideologies / Democracy bisacsh POLITICAL SCIENCE / Government / Comparative bisacsh POLITICAL SCIENCE / Government / National bisacsh Politische Kampagne (DE-588)4998160-2 gnd Wahlkampf (DE-588)4064292-6 gnd Politik (DE-588)4046514-7 gnd Politische Kommunikation (DE-588)4134262-8 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Politik Campaign management Political campaigns Marketing Political aspects POLITICAL SCIENCE / Political Ideologies / Democracy POLITICAL SCIENCE / Government / Comparative POLITICAL SCIENCE / Government / National Politische Kampagne Wahlkampf Politische Kommunikation Marketing |
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