The Marketing of Political Parties Political Marketing at the 2005 General Election

, by Lilleker, Darren G.; Jackson, Nigel A.; Scullion, Richard

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ISBN: 9780719073007 | 0719073006
Cover: Hardcover
Copyright: 11/30/2006

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What is political marketing and how does it work? This question sits at the heart of this book. Using the British General Election of 2005 as a case study, this collection focuses on three important elements: the products offered by the parties; the campaign communication; and the perceptions, reactions and attitudes of the voters.

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Introduction
`Are you thinking what we're thinking?', or `Are we thinking what you're thinking?': An exploratory analysis of the market-orientation of the UK parties
The 2005 UK general election and the emergence of the `negative brand'
Political marketing and the 2005 election: what's ideology got to do with it?
A marketing analysis of the 2005 British general election advertising campaigns
The autistic campaign: the parties, the media and the voters
Banking Online: the use of the Internet by political parties to build relationships with voters
Investigating electoral choice through a 'consumer as choice maker' lens
Local political marketing: political marketing as public service
View from the armchair: Why young people took no interest and no notice of the campaigns
Conclusion: was 2005 the year political marketing came of age?
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The Marketing of Political Parties Political Marketing at the 2005 General Election

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