Political marketing: principles and applications
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
London ; New York
Routledge, Taylor & Francis Group
2014
|
| Ausgabe: | Second edition |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027425654&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | xvii, 273 Seiten |
| ISBN: | 9780415632072 9780415632089 |
Internformat
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Datensatz im Suchindex
| _version_ | 1819279411907657728 |
|---|---|
| adam_text | Contents
List of figures
xiii
List of case studies
xv
List of practitioner perspectives
xvi
List of practitioner profiles
xvii
1
Introduction to political marketing
1
What is political marketing?
2
The relationship between political marketing and its parent disciplines,
political science and marketing
10
Studying and researching political marketing
12
Political marketing: a dynamic field
16
Assessment questions
16
2
Political strategy
19
Targeting
20
Positioning strategies
22
Attack and defence strategies
25
Market- and sales-oriented strategies
25
Populist strategies
36
Strategy and the environment
37
Measuring political strategy
39
Implementing political strategy
39
Summary
44
Assessment questions
48
3
Political market research
63
The political market and the political consumer
64
Quantitative research: polling, surveys, segmentation, voter profiling,
analytic and experimental marketing
69
Big data: analytical and experimental marketing
74
Qualitative research: focus groups, co-creation and deliberative
marketing
77
Opposition, candidate and policy research
79
Global knowledge transfer
81
χ
Contents
Informal
low-cost political market research
84
Which method?
84
How political market research is used
84
Summary
88
Assessment questions
91
4
Political branding
104
Criteria for effective political brands
105
Branding political leaders
106
Branding candidates 111
Branding parties
112
Policy, government and programme branding
116
City and nation branding
118
Maintaining and rebranding political brands
119
Summary
121
Assessment questions
124
5
Internal political marketing
137
Marketing volunteers
137
Creating unity
147
Relationship marketing within political parties and campaigns
151
Fundraising
153
Managing political marketing staff and resources
156
Central versus local versus volunteer control
157
Summary
158
Assessment questions
161
6
Static political marketing communication
168
Marketing communication of candidates
169
Campaign communication
170
Communication tools
173
Selling policy
180
Communicating change
184
Crisis management
185
Integrated marketing communications
186
Summary
187
Assessment questions
190
7
Relational and interactive political marketing communication
206
E-marketing
206
Public relations
210
Interactive and responsive leadership communication
214
Voter responsibility communication
215
Reputation management
216
Summary
217
Assessment questions
218
Contents xi
8
Political delivery marketing
224
Delivery challenges
225
Managing expectations pre-election
227
Making delivery happen in power
230
Managing problems in delivery
233
Communicating delivery progress and success
234
Summary
238
Assessment questions
240
9
Political marketing and democracy
247
Political leadership
247
Citizenship
252
Political participation
253
Representation
255
Policy
258
Principle and ethics
259
Summary
264
Assessment questions
266
Index
272
|
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| discipline | Allgemeines Politologie |
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| id | DE-604.BV041983248 |
| illustrated | Not Illustrated |
| indexdate | 2024-12-20T16:59:25Z |
| institution | BVB |
| isbn | 9780415632072 9780415632089 |
| language | English |
| lccn | 2013045369 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-027425654 |
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| physical | xvii, 273 Seiten |
| publishDate | 2014 |
| publishDateSearch | 2014 |
| publishDateSort | 2014 |
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| spellingShingle | Lees-Marshment, Jennifer Political marketing principles and applications aCampaign management aPolitical campaigns aMarketingxPolitical aspects Politische Kommunikation (DE-588)4134262-8 gnd Politik (DE-588)4046514-7 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4134262-8 (DE-588)4046514-7 (DE-588)4037589-4 |
| 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 | aCampaign management aPolitical campaigns aMarketingxPolitical aspects Politische Kommunikation (DE-588)4134262-8 gnd Politik (DE-588)4046514-7 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | aCampaign management aPolitical campaigns aMarketingxPolitical aspects Politische Kommunikation Politik Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027425654&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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