Global political marketing

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ISBN: 9780415427227 | 0415427223
Cover: Hardcover
Copyright: 11/11/2009

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There is increasing awareness of growing similarities in political marketing practices around the world. Global political marketing is a comprehensive analysis of why, how and with what affect parties use political marketing in a range of political systems - presidential, parliamentary, two and multi-party, and established and emerging democracies.

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List of illustrations	p. vii
List of contributors	p. xi
Preface	p. xv
Acknowledgements	p. xvii
Global political marketing	p. 1
A framework for comparing political market-orientation	p. 16
Political marketing in Germany	p. 34
Political market-orientation in a multi-party system: the Swedish case	p. 52
New Zealand political marketing: marketing communication rather than the product?	p. 65
Australian political marketing: substance backed by style	p. 82
Political marketing in the United States: from market- towards sales-orientation?	p. 96
UK political marketing: a question of leadership?	p. 133
The level of market-orientation of political parties in Greece	p. 128
Political salesmen in Hungary	p. 143
The Czech case: a marketing-oriented party on the rise?	p. 157
Testing the market-oriented model of political parties in a non-Western context: the case of Taiwan	p. 175
Political marketing in Ghana	p. 189
Political marketing in a weak democracy: the Peruvian case	p. 202
Political marketing techniques in Russia	p. 218
Political market-orientation in Japan	p. 234
Implementing and interpreting market-orientation in practice: lessons from the UK	p. 249
Political marketing, party behaviour and political science	p. 263
Global political marketing: analysis and conclusions	p. 278
Index	p. 298
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Global political marketing

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Global political marketing

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