With the Obama campaign universally acknowledged as the most successfully marketed presidential campaign of all time, the future of political marketing is fiercely contested, provoking a wealth of high quality scholarship from across the globe. This work provides an accessible introduction to the field, international in both content and authorship, which will set the direction of future research.
Routledge Handbook of Political Marketing contains cutting edge contributions written by academic experts and informed practitioners but will also have a cohesive structure, containing emerging areas and authors alongside established ones. The handbook addresses the practicalities as well as the broader impact of political marketing on politics including its’ role in the changing relationship between political leaders, parties and voters. With each chapter providing a comparative and carefully structured discussion of a key topic, the handbook examines issues within the following broad themes:
- Understanding the market, gathering ideas, and debate
- Product development, branding and strategy
- Internal Marketing
- Communicating and connecting with the public
- Government Marketing - delivery, policy and leadership
With each chapter written to a common template presenting new research and contemporary case studies, the handbook combines a succinct presentation of the latest research with an accessible and systematic format that will be of great interest to scholars and practitioners alike.
Table of Contents
1. Introduction: Political Marketing in the 21st Century Section 1: Understanding the Market, Gathering Ideas and Debate 2. The Role of Opinion Research in Setting Campaign Strategy Alexander Braun 3. Political Marketing and Segmentation in Aging Democracies 4. Strategic Voter Selection Michael 5. Government Public Opinion Research and Consultation: Experiences in Deliberative Marketing 6. Co-Creating the Future Section 2: Product Development, Branding and Strategy 7. Political Party Market Orientation in a Global Perspective 8. Niche Marketing the Greens in Canada and Scotland 9. Political Branding in the Modern Age – Effective Strategies, Tools & Techniques 10. The Politics of Hope: The Democratic Party and the Institutionalization of the Obama Brand in the 2010 Mid-Term Elections Brian Section 3: Internal Marketing 11. Internal Party Political Relationship Marketing:Encouraging Activism amongst Local Party Members 12. Party Members as Part-time Marketers: Using Relationship Marketing to Demonstrate the Importance of Rank-and-File Party Members in Election Campaigns 13. Yes We Can (Fundraise): The Ethics of Marketing in Political Fundraising 14. Political Parties and Direct Marketing: Connecting Voters and Candidates more Effectively 15. The Party Official as Political Marketer: The Australian Experience Section 4: Communicating and Connecting with the Public 16. Campaigning in the Twenty-First Century: Change and Continuity in American Political Marketing 17. Selling Sarah Palin: Political Marketing and the ‘Wal-Mart Mom’ 18. Populism as Political Marketing Technique 19. Something Old, Something New? Modelling Political Communication in the 2010 UK General Election 20. Interacting Leaders 21. Underused Campaigning Tools: Political Public Relations 22. Political Marketing in an Online Election Environment: Short Term Sales or Long-Term Relationships? Section 5: Government Marketing - Delivery, Policy and Leadership 23. Delivering in Government and Getting Results in Minorities and Coalitions 24. Amateur Coalitions Strategies: Tensions about Legitimacy in Environmental Causes 25. Branding Public Policy 26. The Use of Public Opinion Research by Government: Insights from American and Canadian Research 27. Making Space for Leadership: The Scope for Politicians to Choose How They Respond to Market Research 28. Conclusion: New Directions in Political Marketing Practice, Political Marketing and Democracy and Future Trends
Jennifer Lees-Marshment (University of Auckland, New Zealand) is an international expert in political marketing and author/editor of 10 books, including Political Marketing: principles and applications (2009) and Global Political Marketing (2010).