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, containing emerging areas and authors alongside established ones. The handbook addresses 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 examines issues within the following broad themes: Understanding the market, gathering ideas, and debate Product development, branding and strategy Internal Marketing Communicating and connecting with the public Government Marketing - delivery, policy and leadership With each chapter written to a common template presenting new research and contemporary case studies, the handbook combines a succinct presentation of the latest research with an accessible and systematic format that will be of great interest to scholars and practitioners alike.

The Political Marketing Game identifies what works in political marketing, drawing on 100 interviews with practitioners. It also shows that authenticity, values and vision are as much a part of a winning strategy as market-savvy pragmatism.

 Substantially revised throughout, Political Marketing second edition continues to offer students the most comprehensive introduction to this rapidly growing field. It provides an accessible but in-depth guide to what political marketing is and how it is used in practice, and encourages reflection on how it should be used in the future. Features and benefits of the second edition: New chapters on political branding and delivery marketing; Expanded discussion of political public relations, crisis management, marketing in the lower levels of government and volunteer-friendly organizations; Examination of the new research on emerging practices in the field, such as interactive and responsive leadership communication, mobile marketing, co-creation market research, experimental and analytic marketing, celebrity marketing and integrated marketing communications; and Extensive pedagogical features, including 21 detailed case studies from around the world, practitioner profiles, best practice guides, class discussion points, an online resource site and both applied and traditional assessment questions Written by a leading expert in the field, this textbook is essential reading for all students of political marketing, parties and elections and comparative politics.   This book is supported by an online resource site, www.political-marketing.org/, which is annually updated with new academic literature, audiovisual links and websites that provide further reading and links to clips for use in teaching political marketing.

Electronic inspection copies are available for instructors Political Marketing: Theories and Concepts provides students with a valuable and critical understanding of how political parties use marketing to attain their aims. Unlike other textbooks, this text explicitly focuses on the theoretical underpinnings and cutting edge concepts used by political parties, allowing students to gain key insights into how they win elections and remain in power. With an engaging and thought provoking topic selection, these field-leading authors have ensured that this often complex and theoretically advanced topic is clearly accessible for a student audience and novice researchers. Key features of each chapter include: - Short chapter introduction and learning summaries - Discussion questions to share in the classroom - Annotated suggestions for further reading - Lists of key terms to consider This text is essential reading for advanced undergraduate and postgraduate students on political marketing courses. Dr Robert P. Ormrod, University of Aarhus, Denmark Dr Stephan C. Henneberg, University of Manchester Professor Nicholas J. O'Shaughnessy, Queen Mary, University of London

Product Description: A guiding principle in creating Political Marketing has been to examine the ways in which culture, politics, and society interrelate in the field of political marketing. In the course of the book, the editors and contributors consider ‘culture’ as a distinctive concept with transformative capacities that need further and deeper development in the engineering of the political marketing process...read more

Product Description: In the first study of comparative direct-democracy, Laurent Bernhard explores the nature of direct-democratic campaigning in Switzerland. The author examines four policy areas: immigration, healthcare, welfare and economic liberalism focussing on interviews with campaign managers to provide a comprehensive analysis of direct-democratic campaigning...read more

Based upon analysis of existing theoretical literature and current political practice this book addresses both the use of marketing and its impact (real and potential) upon democracy by answering the following:* Why have politicians adopted political marketing? What are the contextual factors that have led to this?* How does the political marketing literature model this activity?* What are the underlying assumptions of these models* How does political marketing affect democracy?* How is political marketing best conceptualised and understood in light of this critical analysis?

Political Public Relations maps and defines this emerging field, bringing together scholars from various disciplines―political communication, public relations and political science―to explore the area in detail. The volume connects differing schools of thought, bringing together theoretical and empirical investigations, and defines a field that is becoming increasingly important and prominent. It offers an international orientation, as the field of political public relations must be studied in the context of various political and communication systems to be fully understood. As a singular contribution to scholarship in public relations and political communication, this work fills a significant gap in the existing literature, and is certain to influence future theory and research.

Product Description: The importance and ubiquity of political marketing activities is profound and increasingly recognized, and this timely collection draws together the most influential writings over each phase of its development. Arranged and introduced by a pre-eminent scholar in the field, this comprehensive overview covers micro-level marketing topics such as advertising and market research, as well as more recent strategic marketing techniques such as market positioning and market segmentation...read more

Explore the increased need for marketing within the political arenaCurrent Issues in Political Marketing presents up-to-date theory and research findings from academics working in political science, advertising, and management, and guidance from successful practitioners who know what it takes to make a nonprofit organization stand out in a crowd. The book presents the latest thinking on marketing issues and the consequences of political marketing, including insights into current British politics that can easily be applied to democratic countries. It will help you develop strategies that make effective use of limited resources as nonprofit organizations face greater competition for reduced government funding.Current Issues in Political Marketing addresses the ethical and practical difficulties in implementing traditional business approaches into the political and public arena. Political parties, the media, universities, local governments, charities, and legislatures are all adopting tools of marketing intelligence to understand their market needs and demands. This unique book examines how to adapt marketing to politics, including which marketing tools and concepts can be successfully transferred, and looks at the advantages—and problems—that political marketing can bring. Topics examined in Current Issues in Political Marketing include: political frames agenda setting voter attitude public-policy marketing change management relationship marketing voter disengagement party identification market orientation product anatomy branding segmentation and much more!Current Issues in Political Marketing is a valuable resource for directors and managers of nonprofit and charitable organizations, and for academics working in nonprofit management and social work.

Product Description: Corrupt election campaign finance by political parties and candidates, private donors, or government incumbents damages both the electoral process and democracy itself, and is attracting growing attention for NGOs and policymakers...read more

Product Description: Strategy is a simple and powerful method of analysis, it works in the abstract and it is new to most readers. Designed for the overburdened political operative, constituent steps of strategy are easy to understand, analyse or design once divested of their theoretical apparatus...read more

Product Description: O'Shaughnessy, Henneberg, and their contributors examine how the theory and practice of marketing has been and can be applied to politics. Particular attention was paid to the theory of political marketing, with conceptual definitions developed to better facilitate communication between marketing professionals and political science researchers...read more (view table of contents, read Amazon.com's description)

Product Description: Plasser examines the changing practices of election campaigning worldwide. Based on data of an indepth survey of campaign managers and political consultants from 43 countries, he provides insights into the professional role definitions and strategic orientations determining the future of electioneering in media-centered democracies...read more (view table of contents, read Amazon.com's description)

Product Description: This Handbook brings together in one volume the work of the world's foremost political consultants, marketing experts, and political scientists. Scholars and political professionals from nine different countries have contributed original chapters that provide a state-of-the-art review of the role of marketing "good and bad" in political campaigns...read more (view table of contents, read Amazon.com's description)

Product Description: This important new text brings together an outstanding group of international scholars to look at the current state of electoral politics around the world. Elements of the modern (or American) model of election campaigning have been adopted in many countries in recent years―including the use of mass media, the personalization of campaigns, use of public opinion polls, and a general professionalization of campaigns―and conditions would seem to favor the spread of that model...read more (view table of contents, read Amazon.com's description)

Product Description: Book by Brown, Lillian

Product Description: Despite the central importance of elections to representative democracy, there is no systematic study available of how exactly the parties wage their election campaigns. Examining recent elections in nine countries across three continents, there case studies, all following a common framework, are written by national experts and are based on detailed interviewing and research of the parties...read more

Product Description: Elections in all the world's democracies have changed radically over the past forty years. The advent of television, opinion polls, and campaign consultants has transformed them--but what some see as the "Americanization" of electioneering has happened very differently in different countries...read more

Product Description: Book by Lansing, Jewel

Product Description: This book provides a survey of the phenomenon of marketing which has become the dogma of America's politicians and their campaign managers. It poses some fundamental questions about how the import of commercial techniques to politics has revolutionized the nature of American democracy...read more