Global political marketing
Edited by Jennifer Lees-Marshment, Chris Rudd, Jesper Stromback
Routledge – 2009 – 320 pages
There is increasing awareness of growing similarities in political marketing practices around the world. Global political marketing is a comprehensive analysis of why, how and with what affect parties use political marketing in a range of political systems - presidential, parliamentary, two and multi-party, and established and emerging democracies.
Written by a team of 25 international expert authors, the volume explores the impact of systemic features such as the party and electoral system, analysing how parties use marketing through 14 detailed country studies. The book explores the notion that political marketing is used by parties to both sell and design political products, is by no means confined to the opposition, and that many opinions besides those of the voters are considered in product design, including ideological anchors, expert opinion and party members’ input.
The authors also explore how other factors impact on political marketing effectiveness, such as the ability of governments to communicate delivery, stay in touch, the role of the media and party unity and culture. Finally the work discusses the democratic implications of market-oriented parties, highlighting the need for debate about the relationship between citizens and governments and the prospects for democracy in the 21st century.
Including a practitioner perspective as well as rigorous academic analysis, this collection provides the first global comprehensive overview of how political parties market themselves, it will be of great interest to all scholars of political marketing, parties and elections and comparative politics.
1. Global Political Marketing by Jennifer Lees-Marshment 2. A Framework for Comparing Political Market-Orientation by Jesper Strömbäck 3. Political Marketing in Germany by Michaela Maier, Jens Tenscher & Kirsten Schüller 4. Political Market-Orientation in a Multi-Party System: The Swedish Case by Jesper Strömbäck 5.New Zealand Political marketing: marketing communication rather than the product? Jennifer Lees-Marshment 6. Australian Political Marketing: Substance backed by style by Andrew Hughes and Stephen Dann 7. Political Marketing in the United States: From Market- Towards Sales-Orientation? Jonathan Knuckey 8. UK Political marketing: a question of leadership? Jennifer Lees-Marshment and Robin Pettitt 9. The Level Of Market-Orientation Of Political Parties In Greece Danis Kotzaivazoglou and Yiorgos Zotos 10. Political Salesmen in Hungary Balázs Kiss and Zsuzsanna Mihályffy 11.The Czech Case: Social Democratic Or Social Market Party? Anna Matušková, Otto Eibl and Alexander Braun 12. Testing the Market Orientated Model of political parties in a non-western context: The case of Taiwan Dafydd Fell and Isabelle Cheng 13. Political Marketing in Ghana Kobby Mensah 14. Political Marketing in a weak democracy: the Peruvian case Pedro Patrón Galindo 15.Political Marketing Techniques in Russia Derek Hutcheson 16. Political market orientation in Japan Masahiko Asano and Bryce Wakefield 17. Implementing and interpreting market orientation in practice: lessons from Britain Roger Mortimore and Mark Gill 18. Political marketing, party behaviour and political science Mick Temple 19. Global Political Marketing: Analysis and Conclusions Jennifer Lees-Marshment, Chris Rudd and Jesper Strömbäck
Jennifer Lees-Marshment is Senior Lecturer at the University of Auckland, New Zealand.
Jesper Strömbäck is professor in Media and Communication and Lubbe Nordström Professor and Chair in Journalism at Mid Sweden University, where he is also research director at the Centre for Political Communication Research.
Chris Rudd is Senior Lecturer in the Department of Politics at the University of Otago, New Zealand.