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Political Marketing and the 2015 UK General Election

Author: Darren G. Lilleker

Publisher: Springer

Published: 2016-05-11

Total Pages: 157

ISBN-13: 1137584408

This book brings together leading scholars to analyze political marketing in the context of the UK 2015 General Election. Election campaigns represent a time of intense marketing, including: the communication of party, party leader and candidate brands; the design and dissemination of key messages and policy proposals; identification of target voters; setting out strategies for the campaign; and translating strategies into specific communication tactics. Each chapter of this book has been specifically commissioned to focus on one of these aspects of the campaign (targeted campaigning, branding, core messages, advertising, media management, online campaigning and the campaign in the marginal seats). The collection offers insights into the most interesting and innovative aspects of the 2015 election campaign, determining how levels parties with differing resource approach elections and with what impacts, as well as what we can learn more broadly about marketing at general elections. The chapters are developed to make the topic accessible to non-scholars and to have real-world relevance.

Political Marketing

Author: Jennifer Lees-Marshment

Publisher: Routledge

Published: 2009-09-10

Total Pages: 315

ISBN-13: 1134084110

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Political Marketing is the first comprehensive textbook to focus on political marketing, and introduces students to how candidates, parties, elected officials and governments around the world utilise marketing concepts and tools win elections and remain in office.analyses the implications of political marketing for democracy - are we happy to be 'citizen-consumers'?Drawing on the latest theoretical work and providing the broadest collation of international political marketing research available, this text:examines a wide range of political marketing topics including the rise of the political consumer, market intelligence and segmentation, opposition research, e-marketing, direct mail, market-orientation and strategy, internal marketing, product re-development, branding, local political marketing, marketing in government, delivery and global knowledge transferfeatures over 40 case studies written by international specialists in over 20 countries, and practitioner perspectives from those currently engaged in political marketingillustrates theories with clear examples integrated with topical discussion points, and provides essay and applied assessment suggestions in each chapter. Presented in clear and engaging style, this textbook offers sophisticated understanding of this exciting new area. Written by a leading expert in the field, it is essential reading for all students of political marketing, parties and elections and comparative politics.

Current Issues in Political Marketing

Author: Jennifer Lees-Marshment

Publisher: Routledge

Published: 2006-05-12

Total Pages: 336

ISBN-13: 1136792120

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Explore the increased need for marketing within the political arena Current 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 i

The Political Marketing Revolution

Author: Jennifer Lees-Marshment

Publisher: Manchester University Press

Published: 2004-10

Total Pages: 268

ISBN-13: 9780719063077

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This book shows how British politics is being transformed from a leadership-run system to one dictated by public needs and demands. No longer confined to party politics, organizations including the monarchy, the BBC, universities, local councils, charities and the Scottish Parliament are adopting the tools of market intelligence to understand their market needs and demands.The political marketing revolution raises many questions, such as whether the student or patient really does know best and can decide his own education and health care. The book calls for a debate about the movement of the British political system towards a market-orientation and a re-negotiation of the relationship between leaders and the market. While recognizing the need for political leaders to listen, this debate places some responsibilities on the political consumer, looking to create a new relationship that might work more effectively for both sides.

The Marketing of Political Parties

Author: Darren G. Lilleker

Publisher:

Published: 2006

Total Pages: 294

ISBN-13:

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What is political marketing and how does it work? This question sits at the heart of this book. Using the British General Election of 2005 as a case study, this collection focuses on three important elements: the products offered by the parties; the campaign communication; and the perceptions, reactions and attitudes of the voters.

Political Marketing

Author: Darren G. Lilleker

Publisher: Manchester University Press

Published: 2005-08-06

Total Pages: 258

ISBN-13: 9780719068713

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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. 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 actual 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 collection also introduces the debate on whether such practices enhance or undermine democracy, raising important questions on the future of political marketing.

The Idea of Political Marketing

Author: Nicholas O. O'Shaughnessy

Publisher: Bloomsbury Publishing USA

Published: 2002-06-30

Total Pages: 280

ISBN-13: 0313012385

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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. Political marketing is about the making and unmaking of governments in a democracy. Despite its growing importance, the marketing academic profession has shown very little interest in the political ramificaitons of their discipline, while political scientists often come to political marketing with the view that it is cosmetic, if not trivial. O'Shaughnessy, Henneberg, and their contributors examine how the theory and practice of marketing has been and can be applied to politics. As they show, elections are a persuasion task writ large, most especially with the demise of inherited class loyalties. Following elections, governments can employ marketing techniques to build support for their actions, while opposition parties can press the government and its supporters through similar marketing approaches. Of particular interest to scholars, researchers, and policy makers involved with politics, political communication, and the making of public policy.

Strategic Political Postures of the Conservatives in the UK General Election 2015 and 2017. Analysis and Comparison

Author: Harry Kreil

Publisher: GRIN Verlag

Published: 2018-05-28

Total Pages: 8

ISBN-13: 3668712263

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Seminar paper from the year 2017 in the subject Politics - International Politics - Region: Western Europe, grade: 2,0, , language: English, abstract: This paper is motivated by the growing interest in the strategies that political actors and parties adopt to be successful in the electoral market. This work focuses on the election campaigns of the Conservative party in the United Kingdom ́s general elections 2015 and 2017. In particular, it tries to identify which strategic orientation the Conservatives applied in their approach towards the electoral market. The degree of strategic orientation of a party with regard to political marketing management can be operationalized by the deployment of the Strategic Political Posture concept. After the Strategic Political Postures of the Conservative ́s 2015 and 2017 election campaign are derived, both postures are compared, in order to make suggestions on possible reasons for a change in strategic orientation.

Political Communication in Britain

Author: Dominic Wring

Publisher: Springer

Published: 2016-12-14

Total Pages: 347

ISBN-13: 3319409344

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This book offers a unique exploration of the 2015 General Election from the perspectives of those most intimately involved as strategists, journalists and analysts. It features contributions from the rival parties, news and polling organizations as well as academic experts who examine all aspects of the campaign. A common theme that emerges is the increasing complexity of the democratic process given the development of a more multifaceted party system and a growing fragmentation in mass media audiences. The UK electoral landscape has changed: in 2015 six parties received more than a million votes whereas in the 2010 General Election it was only three. This book provides invaluable insights into contemporary British politics through analysis of an election whose outcome, an outright Conservative victory, surprised many commentators. It will appeal to students and scholars in the fields of electoral politics and media and communication, as well as to practitioners and the wider reader interested in British general elections.

Political Marketing and British Political Parties

Author: Jennifer Lees-Marshment

Publisher: Manchester University Press

Published: 2001

Total Pages: 270

ISBN-13: 9780719060175

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Demonstrates how British political parties have begun to use comprehensive political marketing in order to gain electoral success. They conduct focus groups and opinion polls in an attempt to elicit what voters want from them and then try to adjust their behaviors accordingly...