Political Marketing: Principles and

Political Marketing is the first comprehensive textbook to focus on political marketing, and introduces students to how candidates, parties, elected officials and governments around the world utilise marketing concepts and tools to win elections and remain in office.

Jennifer Lees-Marshment is Senior Lecturer in Political Marketing at the University of Auckland and was founding chair of the UK PSA Political Marketing Group. Her books include Political Marketing and British Political Parties (1st edition 2001, 2nd 2008), The Political Marketing Revolution (2004), Political Marketing in Comparative Perspective (2005, co-editor) and Current Issues in Political Marketing (2005, co-editor).

List of case studies and contributor details	p. x
List of tables	p. xvii
List of boxes	p. xviii
Preface	p. xx
Introduction	p. 1
The political market and the rise of the political consumer	p. 5
The political marketplace	p. 5
The political consumer	p. 9
The debate on the consequences of political consumerism	p. 12
Political consumer: a mixture of citizen and consumer	p. 14
What is political marketing?	p. 22
How can marketing be applied to politics?	p. 22
The origins of political marketing: broadening the concept of marketing	p. 24
Political marketing: a 'marriage' of politics and marketing	p. 26
Early political marketing communication literature	p. 27
Developed political marketing work in communication and strategy	p. 28
Is political marketing still just about communication?	p. 28
Definitions and scope	p. 28
Marketing concepts to be used in politics	p. 30
What are organisations marketing? The political product	p. 31
To whom are organisations marketing? Political markets	p. 32
Why are organisations marketing? Goals of political marketing	p. 33
Political marketing strategy	p. 40
A market-orientation in politics	p. 41
Newman's (1994) model of political marketing	p. 42
Lees-Marshment's (2001) market/sales/product-oriented party framework	p. 43
Ormrod's (2005) model of political market-orientation	p. 50
Linking a market-orientation to election results	p. 51
Market-oriented candidate theory	p. 52
Broader strategy frameworks	p. 58
Military strategy in politics	p. 59
Measuring strategic behaviour	p. 61
The big question - should parties be market-orientated?	p. 62
Understanding the market: market intelligence, consultation and participation	p. 76
Identifying, segmenting and targeting the market	p. 76
Understanding market demands	p. 82
Opposition, candidate and policy research	p. 87
Party, candidate and government consultatiion	p. 90
Using market intelligence in positioning	p. 91
Barriers to market intelligence being used in politics	p. 93
Limitations of market intelligence in politics	p. 93
Potential of market intelligence in politics	p. 97
Product development and branding	p. 108
Product development	p. 108
Branding	p. 111
Practical issues with product design and branding	p. 113
Democratic issues with product development and branding in politics	p. 119
Internal marketing: marketing to volunteers and the party	p. 141
Internal marketing and marketing members	p. 141
Managing the implementation of a market-orientation	p. 146
Democratic issues	p. 149
Marketing communication and campaigns	p. 162
Why do politicians and parties want to use marketing communications?	p. 162
When do politicians use marketing communications?	p. 162
Using market intelligence to inform communication	p. 163
Using segmentation and targeting in communication	p. 166
Direct marketing	p. 167
Insights marketing	p. 169
E-marketing	p. 170
Local political marketing communication	p. 173
Market-oriented forms of marketing communications	p. 174
Public relations	p. 174
Democratic issues	p. 175
Marketing in government: delivering and staying in touch	p. 199
The nature of government and the limitations it imposes	p. 199
Pre-election government and marketing and progress reports once in power	p. 200
Delivery	p. 203
Maintaining a market-orientation in government	p. 208
strategy in government	p. 211
Redisigning and rebranding for future elections	p. 213
Market intelligence as consultation	p. 216
Government marketing communications	p. 218
When to lead, when to follow: the dilemmas facing leaders in power	p. 222
Global knowledge transfer	p. 236
Political marketing practitioners and consultants	p. 236
Global political marketing products	p. 241
Comparative analysis of political marketing in different countries	p. 241
Democratic implications of international political marketing	p. 243
Political marketing and democracy	p. 266
Problems with political marketing	p. 266
Potential of political marketing	p. 275
Index	p. 293
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Political Marketing: Principles and Applications

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