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Record Nr. |
UNINA9910779048103321 |
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Titolo |
Routledge handbook of political marketing / / edited by Jennifer Lees-Marshment |
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Pubbl/distr/stampa |
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Abingdon, Oxon ; ; New York, : Routledge, 2012 |
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Abingdon, Oxon : , : Routledge, , 2012 |
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ISBN |
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1-280-68160-8 |
9786613658548 |
1-136-59744-1 |
0-203-34990-3 |
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Descrizione fisica |
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1 online resource (399 p.) |
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Collana |
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Altri autori (Persone) |
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Disciplina |
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Soggetti |
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Public relations and politics |
Campaign management |
Political campaigns |
Communication in politics |
Government publicity |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Front Cover; Routledge Handbook of Political Marketing; Copyright page; Contents; List of figures; List of tables; List of contributors; 1. Introduction: political marketing in the 21st century: Jennifer Lees-Marshment; Part I: Understanding the market, gathering ideas and debate; 2. The role of opinion research in setting campaign strategy: Alexander Braun; 3. Political marketing and segmentation in aging democracies: Scott Davidson and Robert H. Binstock; 4. Strategic voter selection: Michael John Burton |
5. Government public opinion research and consultation: experiences in deliberative marketing: Mathias König and Wolfgang König6. Co-creating the future: Roy Langmaid; Part II: Product development, branding and strategy; 7. Political party market orientation in a global perspective: Jesper Strömbäck, Jennifer Lees-Marshment and Chris Rudd; 8. Niche marketing the Greens in Canada and Scotland: Susan Harada and Helen M. Morris; 9. Political branding in the modern age: |
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effective strategies, tools and techniques: Kenneth M. Cosgrove |
10. The politics of hope: the Democratic Party and the institutionalisation of the Obama brand in the 2010 mid-term: Brian M. ConleyPartIII: Internal marketing; 11. Internal party political relationship marketing: encouraging activism amongst local party members: Robin T. Pettitt; 12. Party members as part-time marketers: using relationship marketing to demonstrate the importance of rank-and-file party members in election campaigns: Peter Van Aelst, Joop van Holsteyn and Ruud Koole; 13. Yes we can (fundraise): the ethics of marketing in political fundraising: Alex Marland |
14. Political parties and direct marketing: connecting voters and candidates more effectively: Peter N. Ubertaccio15. The party official as political marketer: the Australian experience: Stephen Mills; Part IV: Communicating and connecting with the public; 16. Campaigning in the 21st century: change and continuity in Americanpolitical marketing:Dennis W. Johnson; 17. Selling Sarah Palin: political marketing and the 'Walmart Mom': Robert Busby; 18. Populism as political marketing technique: Georg Winder and Jens Tenscher |
19. Something old, something new?: modelling political communication in the 2010 UK general election: Jenny Lloyd20. Interacting leaders: Claire Robinson; 21. Underused campaigning tools: political public relations Nigel A. Jackson; 22. Political marketing in an online election environment: short-term sales or long-term relationships?: Nigel A. Jackson, Darren G. Lilleker and Eva Johanna Schweitzer; Part V: Government marketing - delivery, policy and leadership; 23. Delivering in government and getting results in minorities and coalitions: Anna Esselment |
24. Advocacy coalitions strategies: tensions about legitimacy inenvironmental causes:Émilie Foster, Raymond Hudon and Stéphanie Yates |
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Sommario/riassunto |
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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. This work provides an accessible introduction to the field, international in both content and authorship, which will set the direction of future research. Routledge Handbook of Political Marketing contains cutting edge contributions written by academic experts and informed practitioners but will also have a cohesive structure, contain |
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