Political Marketing: Principles and Applications

Description

Cover Praise Half Title Title Page Copyright Page Table of Contents List of figures List of tables List of boxes About the authors Acknowledgements Chapter 1: Introduction to political marketing The basic components of political marketing Why marketing, communication and politics students should Researching and teaching political marketing Summary Discussion points Assessment questions References Chapter 2: Political strategy Targeting Positioning strategies Market- and sales-oriented strategies Populist strategies Strategy and the environment Measuring political strategy Implementing political strategy Political strategy in the workplace Summary Discussion points Assessment questions Case Study 2.1 The failure of Blairism and the limits of market-orientation, by Aditya Tejas Democratic Debate 2.1 A divided nation – a consequence of exaggerated marketing? The case of the Czech Republic, by Otto Eibl References Chapter 3: Political market research Context: The political market and the political consumer Political market research tools Quantitative research Qualitative research Other political market research tools How political market research is used Limitations to the influence of political market research PMR in the workplace Summary Discussion points Assessment questions Case Study 3.1 Big data analytics, technology, electoral choice and political marketing in 2017 Kenyan elections, by Bozo Jenje Bozo Case Study 3.2 Little data: Using social media to gain market research and inform campaign strategy at local government level, by Nicholas Mignacca Democratic Debate 3.1 The ethical issues around big data in politics, by Jennifer Lees-Marshment, Edward Elder and Vincent Raynauld References Chapter 4: Political branding Core principles of effective political brands and brand equity Branding political leaders and candidates Branding parties Policy, government and programme branding Nation and city branding Maintaining and rebranding political brands Political branding in the workplace Summary Discussion points Assessment questions Case Study 4.1 The success of Brand Trudeau in 2015 through clear, consistent messaging at a time for change, by Amber Wharepapa Case Study 4.2 The (half a) million-dollar slogan: Auckland Council’s branding of Auckland City against Needham’s criteria for successful brands, by Sophie Sager Case Study 4.3 How to sell a U-turn to get re-elected: The case of Syriza from a political branding perspective, by Panos Koliastasis Democratic Debate 4.1 Trump’s political branding: Expanding the participation of an underserved market? by Kenneth M. Cosgrove References Chapter 5: Internal political marketing Marketing volunteers Creating unity Relationship marketing within political parties and campaigns Fundraising Managing political marketing staff and resources Central versus local versus volunteer control Internal political marketing in the workplace Summary Discussion points Assessment questions Case Study 5.1 Who calls the shots? How centralising power improved NZ Labour’s success at the 2017 election, by Heather du Plessis-Allan References Chapter 6: Broadcast political marketing communication Marketing communication of candidates Campaign communication Communication tools Selling policy Communicating change Crisis management Integrated marketing communications Political marketing communications in the workplace Summary Discussion points Assessment questions Case Study 6.1 Targeting neglected voter groups online: The 2016 Hillary Clinton campaign and Americans with disabilities, by Filippo Trevisan and Robert Rodriguez-Donoso Democratic Debate 6.1 Political consultants’ ethics of conviction, by Miloš Gregor References Chapter 7: Relational political marketing communication E-marketing Public relations Interactive and responsive leadership communication Voter responsibility communication Reputation management Political marketing relational communications in the workplace Summary Discussion points Assessment questions Case Study 7.1 Communicating contemporary market-oriented governing leadership: Justin Trudeau 2015–2017, by Danielle Parshotam and Edward Elder Democratic Debate 7.1 The varied implications of relational political marketing communication,by Edward Elder References Chapter 8: Political delivery marketing Delivery challenges Pre-election delivery Making delivery happen in power Managing problems in delivery Communicating delivery progress and success Political marketing delivery in the workplace Summary Discussion points Assessment questions Case Study 8.1 The importance of communicating delivery: A case study of Justin Trudeau’s government, by Hannah Lobb Case Study 8.2 Delivering as the Mayor of Auckland: Phil Goff’s first year, by Ryan Mearns Democratic Debate 8.1 Canada’s Liberal Government as delivery devotees, by Anna Esselment References Chapter 9: Conclusion: Political marketing practice and ethics Political marketing in practice Political marketing and ethics Summary Democratic Debate 9.1 The Brexit Referendum and the limitations of consumer choice in political decisions, by Paula Keaveney Democratic Debate 9.2 Political marketing and unfair competition in politics, by Arthur Beckman References Index