Global Political Marketing (routledge Research In Political Communication)
by Jesper Stromback /
2009 / English / PDF
1.7 MB Download
There is increasing awareness of growing similarities in
political marketing practices around the world. Global political
marketing is a comprehensive analysis of why, how and with what
affect parties use political marketing in a range of political
systems - presidential, parliamentary, two and multi-party, and
established and emerging democracies.
There is increasing awareness of growing similarities in
political marketing practices around the world. Global political
marketing is a comprehensive analysis of why, how and with what
affect parties use political marketing in a range of political
systems - presidential, parliamentary, two and multi-party, and
established and emerging democracies.
Written by a team of 25 international expert authors, the volume
explores the impact of systemic features such as the party and
electoral system, analysing how parties use marketing through 14
detailed country studies. The book explores the notion that
political marketing is used by parties to both sell and design
political products, is by no means confined to the opposition,
and that many opinions besides those of the voters are considered
in product design, including ideological anchors, expert opinion
and party members’ input.
Written by a team of 25 international expert authors, the volume
explores the impact of systemic features such as the party and
electoral system, analysing how parties use marketing through 14
detailed country studies. The book explores the notion that
political marketing is used by parties to both sell and design
political products, is by no means confined to the opposition,
and that many opinions besides those of the voters are considered
in product design, including ideological anchors, expert opinion
and party members’ input.
The authors also explore how other factors impact on political
marketing effectiveness, such as the ability of governments to
communicate delivery, stay in touch, the role of the media and
party unity and culture. Finally the work discusses the
democratic implications of market-oriented parties, highlighting
the need for debate about the relationship between citizens and
governments and the prospects for democracy in the
21
The authors also explore how other factors impact on political
marketing effectiveness, such as the ability of governments to
communicate delivery, stay in touch, the role of the media and
party unity and culture. Finally the work discusses the
democratic implications of market-oriented parties, highlighting
the need for debate about the relationship between citizens and
governments and the prospects for democracy in the
21st
st century.
century.
Including a practitioner perspective as well as rigorous academic
analysis, this collection provides the first global comprehensive
overview of how political parties market themselves, it will
be of great interest to all scholars of political marketing,
parties and elections and comparative politics.
Including a practitioner perspective as well as rigorous academic
analysis, this collection provides the first global comprehensive
overview of how political parties market themselves, it will
be of great interest to all scholars of political marketing,
parties and elections and comparative politics.
