Political marketing in Canada / edited by Alex Marland, Thierry Giasson, and Jennifer Lees-Marshment.

Format:

Book

Contributor:

Lees-Marshment, Jennifer.

Giasson, Thierry.

Marland, Alex, 1973-

Language:

English

Subjects (All):

Political campaigns.

Marketing--Political aspects--Canada.

Marketing.

Political parties--Canada.

Political parties.

Canada.

Physical Description:

xiv, 305 pages : illustrations ; 24 cm

Place of Publication:

Vancouver : UBC Press, [2012]

Summary:

While the practice of applying commercial marketing principles to politics originated in the US, the technique also has taken hold in Canada. The authors explain the process and address a variety of relevant topics, including: the diversity of Canada's political marketplace, market intelligence and the Conservative Party's resurrection, pushing the boundaries of market communications in government, public opinion research, political marketing and interest groups, and online relationship marketing by political parties. Editors Marland (Memorial U., Canada), Giasson (U. Laval, Canada), Lees-Marshment (Auckland U., New Zealand), and 11 co-authors contributed to the book. US distribution by U. of Washington Press; Canadian by U. of Toronto Press. Annotation ©2012 Book News, Inc., Portland, OR (booknews.com)

Contents:

Part 1 The Marketplace

1 Introducing Political Marketing / Thierry Giasson Giasson, Thierry, Jennifer Lees-Marshment Lees-Marshment, Jennifer, Alex Marland Marland, Alex 3

2 The Canadian Political Market and the Rules of the Game / Yannick Dufresne Dufresne, Yannick, Alex Marland Marland, Alex 22

3 The Diversity of the Canadian Political Marketplace / Elisabeth Gidengil Gidengil, Elisabeth 39

Part 2 Political Parties and Institutions

4 Amateurs versus Professionals: The 1993 and 2006 Canadian Federal Elections / Alex Marland Marland, Alex 59

5 Under New Management: Market Intelligence and the Conservative Party's Resurrection / André Turcotte Turcotte, André 76

6 The Impart of Market Research on Political Decisions and Leadership: Practitioners' Perspectives / Jennifer Lees-Marshment Lees-Marshment, Jennifer 91

7 "Buyer" Beware: Pushing the Boundaries of Marketing Communications in Government / Kirsten Kozolanka Kozolanka, Kirsten 107

8 Market Orientation in a Minority Government: The Challenges of Product Delivery / Anna Esselment Esselment, Anna 123

9 Does Public Opinion Research Matter? The Marketing of Health Policy / Lisa Birch Birch, Lisa 139

10 Selling a Cause: Political Marketing and Interest Groups / Émilie Foster Foster, Émilie, Patrick Lemieux Lemieux, Patrick 156

Part 3 The Media and Citizens

11 As (Not) Seen on TV: News Coverage of Political Marketing in Canadian Federal Elections / Thierry Giasson Giasson, Thierry 175

12 Are We Friends Yet? Online Relationship Marketing by Political Parties / Tamara A. Small Small, Tamara A. 193

13 Double-Double: Branding, Tim Hortons, and the Public Sphere / Patricia Cormack Cormack, Patricia 209

14 Marketing and Efficacy: Does Political Marketing Empower Canadians? / Royce Koop Koop, Royce 224

Part 4 Conclusion

15 Challenges for Democracy / Thierry Giasson Giasson, Thierry, Jennifer Lees-Marshment Lees-Marshment, Jennifer, Alex Marland Marland, Alex 241.

Notes:

Includes bibliographical references and index.

ISBN:

9780774822282

0774822287

OCLC:

759030028