Political Marketing ― Principles and Applications

Political Marketing 2nd Edition continues to be the most comprehensive textbook to focus on political marketing. Fully revised and updated throughout, it introduces students to how candidates, parties, elected officials and governments around the world utilise marketing concepts and tools win elections and remain in office. 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 transfer.
• Analyses the implications of political marketing for democracy - are we happy to be 'citizen-consumers'?
• Features over 40 case studies written by international specialists in over 20 countries, and practitioner perspectives from those currently engaged in political marketing.
• Illustrates 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.

The new edition will include chapters on branding and more detailed discussion of public relations. Chapters will include coverage of a more diverse range of methods approaches including voter profiling, co-creation and deliberative marketing. Within existing chapters there will be new topics including fundraising and marketing staff and material customer relationship management in politics.

Jennifer Lees-Marshment is Senior Lecturer in Political Marketing at the University of Auckland and was founding chair of the UK P.S.A. Political marketing group. Her books include Political Marketing and British political parties (1st edition 2001, 2nd 2008), The Political Marketing Revolution (2004), Political Marketing in Comparative Perspective (2005, co-editor) and Current Issues in Political Marketing (2005, co-editor).