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|a 1138908762
|q (paperback)
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|a 9781138908765
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|a (OCoLC)1372281670
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|a (OCoLC)on1372281670
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|a JF2112.P8
|b R68 2015
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|a Routledge handbook of political marketing /
|c edited by Jennifer Lees-Marshment.
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| 246 |
3 |
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|a Handbook of political marketing
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| 246 |
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|a Political marketing
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| 250 |
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|a 1st paperback ed.
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| 260 |
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|a Abingdon, Oxon ;
|a New York :
|b Routledge,
|c 2015.
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| 300 |
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|a xx, 388 p. :
|b il. ;
|c 25 cm.
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| 490 |
1 |
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|a Routledge handbooks
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| 500 |
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|a Editado originalmente en tapa dura: 2011.
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| 504 |
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|a Incluye referencias bibliográficas e índice.
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|a 1. Introduction: political marketing in the 21st century / by Jennifer Lees-Marshment -- Part I. Understanding the market, gathering ideas and debate: 2. The role of opinion research in setting campaign strategy / Alexander Braun -- 3. Political marketing and segmentation in aging democracies / Scott Davidson and Robert H. Binstock -- 4. Strategic voter selection / Michael John Burton -- 5. Government public opinion research and consultation: experiences in deliberative marketing / Mathias König and Wolfgang König -- 6. Co-creating the future / Roy Langmaid -- Part II. Product development, branding and strategy: 7. Political party market orientation in a global perspective / Jesper Strömbäck, Jennifer Lees-Marshment and Chris Rudd -- 8. Niche marketing the Greens in Canada and Scotland / Susan Harada and Helen M. Morris -- 9. Political branding in the modern age: effective strategies, tools and techniques / Kenneth M. Cosgrove -- 10. The politics of hope: the Democratic Party and the institutionalisation of the Obama brand in the 2010 mid-term / Brian M. Conley -- Part III. Internal marketing; 11. Internal party political relationship marketing: encouraging activism amongst local party members / Robin T. Pettitt -- 12. Party members as part-time marketers: using relationship marketing to demonstrate the importance of rank-and-file party members in election campaigns / Peter Van Aelst, Joop van Holsteyn and Ruud Koole -- 13. Yes we can (fundraise): the ethics of marketing in political fundraising / Alex Marland -- 14. Political parties and direct marketing: connecting voters and candidates more effectively / Peter N. Ubertaccio -- 15. The party official as political marketer: the Australian experience / Stephen Mills -- Part IV. Communicating and connecting with the public: 16. Campaigning in the 21st century: change and continuity in American political marketing / Dennis W. Johnson -- 17. Selling Sarah Palin: political marketing and the 'Walmart Mom'/ Robert Busby -- 18. Populism as political marketing technique / Georg Winder and Jens Tenscher -- 19. Something old, something new?: modelling political communication in the 2010 UK general election / Jenny Lloyd -- 20. Interacting leaders / Claire Robinson -- 21. Underused campaigning tools: political public relations / Nigel A. Jackson -- 22. Political marketing in an online election environment: short-term sales or long-term relationships? / Nigel A. Jackson, Darren G. Lilleker and Eva Johanna Schweitzer -- Part V. Government marketing : delivery, policy and leadership: 23. Delivering in government and getting results in minorities and coalitions / Anna Esselment -- 24. Advocacy coalitions strategies: tensions about legitimacy inenvironmental causes / Émilie Foster, Raymond Hudon and Stéphanie Yates -- 25. Branding public policy / David Marsh, Paul Fawcett -- 26. The use of public opinion research by Government: insights from American and Canadian research / Lisa Birch, François Petry -- 27. Making space for leadership: the scope for politicians to choose how they respond to market research / Jennifer Lees-Marshment -- 28. Conclusion: New directions in political marketing practice, political marketing and democracy and future trends / Jennifer Lees-Marshment.
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| 520 |
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|a "With the Obama campaign universally acknowledged as the most successfully marketed presidential campaign of all time, the future of political marketing is fiercely contested, provoking a wealth of high quality scholarship from across the globe. This work provides an accessible introduction to the field, international in both content and authorship, which will set the direction of future research. This book contains cutting edge contributions written by academic experts and informed practitioners but will also have a cohesive structure, containing emerging areas and authors alongside established ones. The handbook addresses the practicalities as well as the broader impact of political marketing on politics including its' role in the changing relationship between political leaders, parties and voters." --Descripción del editor.
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| 650 |
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|a Public relations and politics.
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| 650 |
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0 |
|a Campaign management.
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| 650 |
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|a Political campaigns.
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| 650 |
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0 |
|a Communication in politics.
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| 650 |
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7 |
|a Relaciones públicas y política.
|2 UDESA
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| 650 |
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7 |
|a Campañas políticas
|x Administración.
|2 UDESA
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| 650 |
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7 |
|a Campañas políticas.
|2 UDESA
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| 650 |
|
7 |
|a Comunicación en la política.
|2 UDESA
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| 700 |
1 |
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|a Lees-Marshment, Jennifer,
|e ed.
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| 830 |
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0 |
|a Routledge handbooks
|