Political marketing and British political parties : the party's just begun / Jennifer Lees-Marshment.

Format:

Book

Author/Creator:

Lees-Marshment, Jennifer.

Series:

Political analyses

Language:

English

Subjects (All):

Political parties--Great Britain.

Political parties.

Marketing.

Great Britain.

Marketing--Political aspects--Great Britain.

Marketing--Political aspects.

Physical Description:

xiv, 250 pages ; 24 cm.

Place of Publication:

Manchester, UK ; New York : Manchester University Press ; New York : Distributed exclusively in the USA by Palgrave, 2001.

Summary:

Political parties today focus on the needs and wants of voters in the same way that businesses seek to serve consumers. Demonstrating how British political parties use sophisticated political marketing techniques to gain electoral success, Jennifer Lees-Marshment looks at how they conduct focus groups and opinion polls, then change their behavior and political stances in order to reflect their findings. She analyzes how parties in Britain now attempt to offer a complete product--including their leader, membership rights, and policies--to appeal to a majority of voters, rather than adhering to a political ideology and firm belief system.

Contents:

1 Political parties and political marketing: what is it all about? 1

2 Thatcher the marketing pioneer 49

3 The death of political conviction: how voters rejected Product-Oriented Parties 95

4 The limits of sales-oriented marketing: why Labour did not win in 1987 and 1992 134

5 Blair and the New Labour design: a classic Market-Oriented Party? 181

6 The party's just begun 211.

Notes:

Includes bibliographical references (pages 233-248) and index.

ISBN:

0719060168

0719060176

OCLC:

46882759