LEADER 05701oam 2200793I 450 001 9910779048103321 005 20230802004729.0 010 $a1-280-68160-8 010 $a9786613658548 010 $a1-136-59744-1 010 $a0-203-34990-3 024 7 $a10.4324/9780203349908 035 $a(CKB)2550000000096090 035 $a(EBL)958302 035 $a(OCoLC)798532187 035 $a(SSID)ssj0000623376 035 $a(PQKBManifestationID)11398280 035 $a(PQKBTitleCode)TC0000623376 035 $a(PQKBWorkID)10656478 035 $a(PQKB)10917648 035 $a(MiAaPQ)EBC958302 035 $a(Au-PeEL)EBL958302 035 $a(CaPaEBR)ebr10542257 035 $a(CaONFJC)MIL365854 035 $a(OCoLC)784953340 035 $a(OCoLC)707966547 035 $a(FINmELB)ELB139083 035 $a(EXLCZ)992550000000096090 100 $a20180706d2012 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 00$aRoutledge handbook of political marketing /$fedited by Jennifer Lees-Marshment 210 $aAbingdon, Oxon ;$aNew York $cRoutledge$d2012 210 1$aAbingdon, Oxon :$cRoutledge,$d2012. 215 $a1 online resource (399 p.) 225 1 $aRoutledge handbooks 300 $aDescription based upon print version of record. 311 $a0-415-57993-7 320 $aIncludes bibliographical references and index. 327 $aFront 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 327 $a5. Government public opinion research and consultation: experiences in deliberative marketing: Mathias Ko?nig and Wolfgang Ko?nig6. Co-creating the future: Roy Langmaid; Part II: Product development, branding and strategy; 7. Political party market orientation in a global perspective: Jesper Stro?mba?ck, 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: effective strategies, tools and techniques: Kenneth M. Cosgrove 327 $a10. 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 327 $a14. 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 327 $a19. 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 327 $a24. Advocacy coalitions strategies: tensions about legitimacy inenvironmental causes:E?milie Foster, Raymond Hudon and Ste?phanie Yates 330 $aWith the Obama campaign universally acknowledged as the most successfully marketed presidential campaign of all time, the future of political marketing is fiercely contested, provoking a wealth of high quality scholarship from across the globe. This work provides an accessible introduction to the field, international in both content and authorship, which will set the direction of future research. Routledge Handbook of Political Marketing contains cutting edge contributions written by academic experts and informed practitioners but will also have a cohesive structure, contain 410 0$aRoutledge handbooks. 606 $aPublic relations and politics 606 $aCampaign management 606 $aPolitical campaigns 606 $aCommunication in politics 606 $aGovernment publicity 615 0$aPublic relations and politics. 615 0$aCampaign management. 615 0$aPolitical campaigns. 615 0$aCommunication in politics. 615 0$aGovernment publicity. 676 $a324.7/3 701 $aLees-Marshment$b Jennifer$0472650 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910779048103321 996 $aRoutledge handbook of political marketing$93801681 997 $aUNINA