The idea of political marketing / Nicholas J. O'Shaughnessy, editor ; Stephan C.M. Henneberg, associate editor.

Format:

Book

Contributor:

O'Shaughnessy, Nicholas J., 1954-

Henneberg, Stephan C. M.

Series:

Praeger series in political communication.

Praeger series in political communication

Language:

English

Subjects (All):

Campaign management.

Marketing--Political aspects.

Marketing.

Physical Description:

1 online resource (xxi, 258 pages) : illustrations

Edition:

1st ed.

Distribution:

London : Bloomsbury Publishing, 2024

Place of Publication:

Westport, Conn. : Praeger, 2002.

Language Note:

English

Summary:

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.

Contents:

Contents; Series Foreword; Introduction; The Idea of Political Marketing; 1 Considerations on Market Analysis for Political Parties; 2 Social- Psychological, Economic and Marketing Models of Voting Behaviour Compared; 3 Market Analogies, the Marketing of Labour and the Origins of New Labour; 4 Kirchheimer's Catch-all Party: A Reinterpretation in Marketing Terms; 5 Understanding Political Marketing; 6 Conceptualising Political Marketing: A Framework for Election- Campaign Analysis; 7 Political Marketing and the Aestheticisation of Politics: Modern Politics and Postmodern Trends; 8 The Marketing of Political Marketing; Bibliography; Index; About the Editors and Contributors

Notes:

Description based upon print version of record.

Includes bibliographical references (p. [221]-241) and index.

ISBN:

9798400668104

9786610422876

9781280422874

1280422874

9780313012389

0313012385

OCLC:

929145159