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Political marketing has become a global phenomenon as parties try to copy the market-oriented approach employed by Tony Blair to win power for New Labour in 1997. Increasingly voters choose parties like consumers choose products, and this study looks at how some political parties, such as Sinn Fein, have been able to capitalise on this to gain support.
It raises fresh perspectives on the more established political marketing practices in the UK and US, such as how to incorporate political leadership within the market-oriented framework and the democratic implications when faced with the actually business of governing.
This book also highlights how the market-oriented party approach has spread around the world, including Europe and the new democracies of Brazil and Peru. The chapters, in demonstrating this convergence in practices, also question whether this strategy is appropriate for political systems based on proportional representation and coalition governments such as those in Austria, Germany, New Zealand, Canada, and devolved systems in Northern Ireland and Scotland. The collection also introduces the debate on whether such practices enhance or undermine democracy, raising important questions on the future of political marketing.
This book should become an established essential text for students and academics of political science and marketing.
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Jennifer Lees-Marshment is Founding Director for the Centre for Political Marketing and Management at Keele University
Darren G. Lilleker is Senior Lecturer in Political Communication at Bournemouth University and Fellow of the Centre for Public Communication Research
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Book Description Manchester University Press. Hardcover. Condition: VERY GOOD. Light rubbing wear to cover, spine and page edges. Very minimal writing or notations in margins not affecting the text. Possible clean ex-library copy, with their stickers and or stamp(s). Seller Inventory # 2896461575
Book Description Manchester University Press 2005-08-11, 2005. Hardcover. Condition: Fair. 0719068703 No dust jacket. Text is clean and unmarked. Has a small black line on bottom/exterior edge of pages. Tracking is not available for orders shipped outside of the United States. **Heavier books will require additional postage for International**. Seller Inventory # OX17-HC-NDJ-M-0719068703