Suchergebnisse

Research into major party behaviour in Britain from a political marketing perspective finds that political marketing is broad in scope and offers fresh analytical tools to explain how political organizations behave. It is nevertheless a marriage between political science and marketing. It borrows the core marketing concepts of product, sales and market-orientation, and techniques such as market intelligence, and adapts them to suit traditional tenets of political science to produce an integrated theoretical framework. A party that takes a product-orientation argues for what it stands for and believes in. A Sales-Orientated party focuses on selling its argument and product to voters. A Market-Orientated party designs its behaviour to provide voter satisfaction. Exploring these three orientations demonstrates that political marketing can be applied to a wide range of behaviour and suggests its potential to be applied to several areas of political studies.

Research into major party behavior in GB from a political marketing perspective finds that political marketing is broad in scope & offers fresh analytical tools to explain how political organizations behave. It is nevertheless a marriage between political science & marketing. It borrows the core marketing concepts of product, sales & market orientation, & techniques such as market intelligence, & adapts them to suit traditional tenets of political science to produce an integrated theoretical framework. A party that takes a product-orientation argues for what it stands for & believes in. A sales-orientated party focuses on selling its argument & product to voters. A market-orientated party designs its behavior to provide voter satisfaction. Exploring these three orientations demonstrates that political marketing can be applied to a wide range of behavior & suggests its potential to be applied to several areas of political studies. 3 Figures, 85 References. Adapted from the source document.

Chapter 1. Introduction: Political Marketing & Management in New Zealand, 2017-2020 -- Chapter 2. Vote Compass 2020 Part 1: Public Views on Policy and Leadership -- Chapter 3. Labour and National's Market-Orientation in 2020 -- Chapter 4. Communicating Market-Oriented Leadership During the COVID-19 Pandemic -- Chapter 5. Delivering in Government -- Chapter 6. Targeting Party Policies and Target Demographics -- Chapter 7. Targeting in Political Adverts by Major and Minor Parties social media -- Chapter 8. Political Marketing and Management in Practice: The Practitioner Perspectives -- Chapter 9. Conclusion.

This research in brief explores Canadian political consultants' practices in political marketing, exploring whether they are, as democratic critiques of marketing often argue, encouraging politics to become poll-driven, and whether they fit into previous international studies on consultants in other countries, especially the United States. Drawing upon qualitative data collected from interviews with key practitioners in Canada and from Canadian news sources, it considers how political consultants utilize market research, communication, and strategy. It also considers the potential impact of the use of political consultants on politicians' decisions and leadership. It concludes that Canadian political marketing does not fit into an idealistic, realistic, or cynical view of political marketing but is a more complex synthesis and thus the democratic impact is more varied and debatable.

AbstractDespite increasing academic interest in political marketing, confusion remains over its meaning and scope. Whilst most research focuses on its use in election campaigns, some argue that marketing influences other aspects of political behaviour. This paper contends that a lack of comparative research has contributed to this confusion. Theories derived from country‐specific studies may not be broadly applicable due to the impact of systemic differences. To show this, it analyses the case studies of Clinton in the 1992 US presidential election and Blair in the 1997 UK general election. Comparing the use of marketing in the two cases reveals that while systemic features created the scope for a broader, more coordinated and delivery‐oriented approach in the case of Labour, in both cases marketing influenced the design as well as the presentation of the 'products' on offer. This suggests that the potential applications of political marketing are broader than conventional definitions imply. Copyright © 2002 Henry Stewart Publications.

Is New Labour a party with values or a skillfully manufactured entity designed to win elections? Considerable debate currently surrounds this question. This article argues that New Labour adopted a market-oriented model to gain voter support & examines whether this necessarily means a rejection of underpinning values. Analyzing New Labour discourse, the authors argue there is a clear ethos underpinning New Labour even though the policies developed from its foundation are designed to have electoral appeal. 2 Tables. Adapted from the source document.