Routledge Handbook of Political Marketing

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.Now that political marketing is more developed and understood we can move further towards providing a flagship work that will not only produce an accessible introduction to the field, international in both content and authorship and set the direction of future research.Routledge Handbook of Political Marketing will contain cutting edge contributions written by academic experts and informed practitioners but will also have a cohesive structure, contain emerging areas and authors alongside established ones. The handbook will also address 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 will examine issues within the following broad themes:Understanding the market, gathering ideas, and debateProduct development, branding and strategyInternal MarketingCommunicating with the publicE Marketing in governmentWith each chapter written to a common template using contemporary case studies, this work will combine a succinct presentation of the latest research with an accessible and systematic format that will be of great interest to scholars and practitioners alike.