Winning Elections with Political Marketing

Description

Find out the real impact political marketing has on the democratic process Winning Elections with Political Marketing is a unique look at the election process on both sides of the Atlantic, providing rare insight into how modern political communication and marketing strategies are used in the United States and the United Kingdom. The leading political researchers present a cross-section of... Read more

Find out the real impact political marketing has on the democratic process

Winning Elections with Political Marketing is a unique look at the election process on both sides of the Atlantic, providing rare insight into how modern political communication and marketing strategies are used in the United States and the United Kingdom. The leading political researchers present a cross-section of their latest findings, augmented with easy-to-read tables, charts, and figures, and reinforced with extensive references and bibliographies. The book addresses the key issues that define the interplay between political marketing and the electorate in both countries, including advertising, research methods and cross-cultural research results, political choice behavior, imagery management, the integration of business and social science theory, and the impact of political marketing on democracy.

While the national election cycles of the two countries may be fundamentally different, their election processes share one thing in common-a trend toward “permanent campaigning” through embedded marketing tactics that’s becoming standard practice in the United States and the United Kingdom. Winning Elections with Political Marketing examines the theoretical underpinnings of policy development, the characteristics of a successful political candidate, political marketing from the perspective of the voters, campaign finance regulations, and the effects of technological changes on political communication.

Winning Elections with Political Marketing looks at:

The Political Triangle
determining market intelligence
class, rhetoric, and candidate portrayal
voter perceptions
the role of President as party leader
lobbying
constituent communication
voter behavior
grass roots campaigns
political consulting
the Internet and e-newsletters
the advantages of public funding
and a study of the United States presidential primaries from 1976 to 2004

Winning Elections with Political Marketing is an essential resource for political practitioners, researchers, and scholars, candidates seeking political office, lobbyists, political action groups, public relations professionals, journalists, fundraisers, advertising specialists, and anyone with an interest in the political process. Read less

About the Editors
Contributors
Introduction. Political Marketing As Elections Approach in the United States and the United Kingdom (Philip John Davies and Bruce I. Newman)
SECTION I: MARKET CONTEXTS AND DEVELOPING POLICY
Chapter 1. Voter Research and Market Positioning: Triangulation and Its Implications for Policy Development (Robert M. Worcester and Paul R. Baines)
Introduction
Market Positioning: Policy and Message Dissemination
The Morris Concept of Triangulation
The Worcester Concept of Triangulation
Building the Model: The Political Triangle
Leader and Party Image
Managerial Implications and Further Research
Conclusion
Chapter 2. Mapping a Market Orientation: Can We Detect Political Marketing Only Through the Lens of Hindsight? (Darren G. Lilleker and Ralph Negrine)
Introduction
Methodology
What Is a Political Market Orientation?
Measuring Political Marketing
Identifying a Market Orientation
SECTION II: POLITICAL MARKETING FOR ELITES AND MASSES
Chapter 3. Not As Rich As You Think: Class, Rhetoric, and Candidate Portrayal During National Elections in the United States and the United Kingdom (Robert Busby)
Framework
Margaret Thatcher
John Major
Tony Blair
Playing the Victim: America’s Presidential Election, 1992
George W. Bush: A Regular Guy?
The Democrats
Howard Dean
John Kerry
John Edwards
Conclusions
Chapter 4. Marketing Parties in a Candidate-Centered Polity: The Republican Party and George W. Bush (Peter N. Ubertaccio)
Presidential Party Leadership
George W. Bush and Republican Party Leadership
The Prospects for Marketing Parties in the Twenty-First Century
Chapter 5. Grass Roots Lobbying: Marketing Politics and Policy “Beyond the Beltway” (Conor McGrath)
Introduction: Grass Roots Lobbying
Grass Roots Campaigns and Political Marketing
Grass Roots Lobbying: The Electoral Connection
Quantity and Quality
Techniques in Grass Roots Lobbying
Grass Tops Campaigns
Conclusion
Chapter 6. Political Consulting and the Market: Who Lobbies for the Poor? (Gary Wasserman)
Mobilizing Skills for Nontraditional Clients
Going Beyond the Client Base to Use the Media
Incentives for Going Beyond the Well-Paying Client
Foundations Ought to Be Interested, but They’re Not
Obstacles to Public Service Consulting Outside and Inside the Profession
Lessons Learned, All Too Slowly
SECTION III: POLITICAL DEVELOPMENTS AND THE CONTEXTS FOR MARKETING
Chapter 7. Political Parties, Their E-Newsletters, and Subscribers: “One Night Stand” or a “Marriage Made in Heaven”? (Nigel Jackson)
The Use of E-Mail and E-Newsletters in Political Campaigning
Relationship Marketing
Methodology
Fieldwork
Conclusion
Chapter 8. First Hurdles: The Evolution of the Pre-Primary and Primary Stages of American Presidential Elections (Dennis W. Johnson)
Running for President
The Candidates
Pre-Primary Stage
The Primaries
Conclusion
Appendix: Official Candidates for Presidency—Republican, Democratic, and Principal Third Party
Chapter 9. Running Clean in the American States: Experience with Public Funding of Elections (Carl W. Stenberg)
Basic Features of Public Financing Systems
The Case for—and Against—Public Financing
State Experiences with “Running Clean”
Looking Ahead
Index
Reference Notes Inclu

Author(s)

Biography

Davies, Philip

Winning Elections with Political Marketing

Description

Table of Contents

Author(s)

Biography

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