Substantially revised throughout, the third edition of Political Marketing continues to offer students the most comprehensive introduction to this rapidly growing field. It provides an accessible but in-depth guide to what political marketing is and how it is used in practice and encourages reflection on how it should be used in the future.
New Features and benefits of the third edition:
- Fully updated throughout with new research on emerging practices in the field and ethical implications such as the use of big data, authenticity and the limitations of voters as consumers in light of Brexit;
- A new employability section on political marketing in the workplace;
- Extensive pedagogical features including new peer-reviewed case studies, democratic debates, and fully updated practitioner perspectives, best practice guides, and class discussion points and assessments.
Led by a leading expert in the field and including contributions from other key academics in the field, this textbook is essential reading for all students of political marketing, parties and elections, and comparative politics.
Table of Contents
1. Introduction to Political Marketing [Jennifer Lees-Marshment]
2. Political Strategy [Brian Conley and Jennifer Lees-Marshment]
Case Study 2.1: The failure of Blairism and the limits of market orientation [Aditya Tejas]
Democratic Debate 2.1: A divided nation – a consequence of exaggerated marketing? The case of the Czech Republic [Otto Eibl]
3. Political Market Research [André Turcotte and Jennifer Lees-Marshment]
Case Study 3.1 - Big data analytics, technology, electoral choice and political marketing in 2017 Kenyan elections [Bozo Jenje Bozo]
Case study 3.2: Little data: Using social media to gain market research and inform campaign strategy at local government level [Nicholas Mignacca]
Democratic debate 3.1: The ethical issues around big data in politics [Jennifer Lees-Marshment, Edward Elder and Vincent Raynauld]
4. Political Branding [Jennifer Lees-Marshment]
Case Study 4.1: The success of Brand Trudeau in 2015 through clear, consistent messaging at a time for change [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 [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 [Panos Koliastasis]
Democratic Debate 4.1: Trumps political branding: Expanding the participation of an underserved market? [Kenneth M Cosgrove]
5. Internal Political Marketing [Robin Pettitt and Jennifer Lees-Marshment]
Case Study 5.1: Who calls the shots? How centralising power improved NZ Labour’s success at the 2017 Election [Heather du Plessis-Allan]
6. Broadcast Political Marketing Communication [Vincent Raynauld and Jennifer Lees-Marshment]
Case study 6.1: Targeting neglected voter groups online: The 2016 Hillary Clinton campaign and Americans with disabilities [Filippo Trevisan and Robert Rodriguez-Donoso]
Democratic Debate 6.1: Political Consultants’ Ethics of Conviction [Miloš Gregor]
7. Relational Political Marketing Communication [Edward Elder and Jennifer Lees-Marshment]
Case study 7.1: Communicating contemporary market-oriented governing leadership: Justin Trudeau 2015-7 [Danielle Parshotam and Edward Elder]
Democratic debate 7.1: The varied implications of relational political marketing communication [Edward Elder]
8. Political Delivery Marketing [Jennifer Lees-Marshment]
Case study 8.1: The importance of communicating delivery: A case study of Justin Trudeau’s government [Hannah Lobb]
Case Study 8.2: ‘Delivering as the Mayor of Auckland: Phil Goff's first year’ [Ryan Mearns]
Democratic Debate 8.1: Canada’s Liberal Government as Delivery Devotees [Anna Esselment]
9. Conclusion: Political Marketing Practice and Ethics [Jennifer Lees-Marshment]
Democratic Debate 9.1: The Brexit Referendum and the limitations of consumer choice in political decisions [Paula Keaveney]
Democratic Debate 9.2: Political Marketing and Unfair Competition in Politics [Arthur Beckman]
Jennifer Lees-Marshment is an Associate Professor at the University of Auckland, New Zealand. She is a world expert in political marketing, having authored the highly cited 'Market-oriented party model' and is editor of the book series Palgrave Studies in Political Marketing and Management.
Brian Conley is an Associate Professor in the Government Department at Suffolk University in Boston, US. His research and teaching interests are in the areas of political parties, the US electoral politics and political marketing. With Jennifer Lees-Marshment and Kenneth Cosgrove he co-edited Political Marketing in the United States (2014).
Edward Elder’s research focuses on political marketing and communication in New Zealand and the United States. He published the book Marketing Leadership in Government (2016) and worked as an analyst for Vote Compass leading into the 2017 New Zealand General Election.
Robin Pettitt is a Senior Lecturer at Kingston University, London, UK, who specialises in the internal life of political parties and is currently writing a book on how parties recruit and retain their activists.
Vincent Raynauld is an Assistant Professor in the Department of Communication Studies at Emerson College, Boston, US. His areas of research interest and publication include political communication, political marketing, social media, research methods, e-politics, elections, and journalism.
André Turcotte is an Associate Professor in the Riddell Graduate Program in Political Management and the School of Journalism and Communication at Carleton University in Canada. His research focuses on elections, market intelligence and opinion research and he has advised politicians at all levels of government in Canada.
"There is only one book you need to read for a comprehensive, up-to-date overview of the field of political marketing - the 3rd edition of Political Marketing: Principles and Applications. The book not only details the latest academic studies but provides numerous real-world examples, case studies and applications for practitioners. And, of course, no one knows the field of political marketing better than Jennifer Lees-Marshment."
Professor Travis N. Ridout, Thomas S. Foley Distinguished Professor of Government and Public Policy, Washington State University, USA
"Political marketing is going through fundamental transitions as we move further into the world of instant news and grassroots activism fueled by social media. In this new world, misinformation and misdirection have been upsetting social and political norms. Jennifer Lees-Marshment’s new edition comes at a critical time, giving us highly relevant case studies and sharp, perceptive analyses of today’s politics and political marketing. This is an excellent addition to the literature and is highly recommended."
Emeritus Professor Dennis Johnson, George Washington University, USA
"The strategies, tools, and tactics offered by the practice of political marketing continue to influence and shape both election campaigns and approaches to governing. This book is essential reading for anyone interested in understanding how political marketing works and why it matters."
Associate Professor Anna Esselment, University of Waterloo, Canada
"Led by a pre-eminent scholar - who has personally developed more than her fair share of the concepts - this book covers the key ideas that anyone studying the field of political marketing needs to know. The examples are numerous and fascinating, helping the book do a great job of illustrating the importance of political marketing. I’d wholeheartedly recommend this book."
Associate Professor Neil Bendle, Ivey Business School, Canada
"It is almost impossible to imagine modern politics without political marketing, even though many people in politics and many people who study it are still reluctant to recognise that marketing is what they are doing. This updated edition of an indispensable textbook will help students explore all aspects of an activity that is central to the way the world works these days - and, perhaps, to understand it better than many of the politicians who are involved in it!"
Professor Roger Mortimore, Professor of Public Opinion & Political Analysis, Kings College London, UK
"A comprehensive and accessible book which covers both theory and practice, providing students with academic knowledge but directing them to apply it, and discussing the skills to acquire to enter professions related to political marketing."
Dr Chris Rudd, University of Otago, New Zealand