Current Issues in Political Marketing

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Routledge, Feb 1, 2013 - Business & Economics - 336 pages
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Explore the increased need for marketing within the political arena

Current Issues in Political Marketing presents up-to-date theory and research findings from academics working in political science, advertising, and management, and guidance from successful practitioners who know what it takes to make a nonprofit organization stand out in a crowd. The book presents the latest thinking on marketing issues and the consequences of political marketing, including insights into current British politics that can easily be applied to democratic countries. It will help you develop strategies that make effective use of limited resources as nonprofit organizations face greater competition for reduced government funding.

Current Issues in Political Marketing addresses the ethical and practical difficulties in implementing traditional business approaches into the political and public arena. Political parties, the media, universities, local governments, charities, and legislatures are all adopting tools of marketing intelligence to understand their market needs and demands. This unique book examines how to adapt marketing to politics, including which marketing tools and concepts can be successfully transferred, and looks at the advantages—and problems—that political marketing can bring.

Topics examined in Current Issues in Political Marketing include:
  • political frames
  • agenda setting
  • voter attitude
  • public-policy marketing
  • change management
  • relationship marketing
  • voter disengagement
  • party identification
  • market orientation
  • product anatomy
  • branding
  • segmentation
  • and much more!
Current Issues in Political Marketing is a valuable resource for directors and managers of nonprofit and charitable organizations, and for academics working in nonprofit management and social work.
 

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Contents

Introduction
2
The Cause of an Emerging Democratic Deficit in Britain?
5
Square Peg Round Hole? Can MarketingBased Concepts Such as the Product and the Marketing Mix Have a Useful Role in the Political Arena?
27
A Conceptual Model of Political Market Orientation
47
Why Incentives for Activism Are What Members Want
65
Email and Elected Politicians Relationship with Their Constituents
91
Electoral Participation and NonVoter Segmentation
109
Nurturing or Impeding Voter Engagement?
129
Political Marketing Segmentation The Case of UK Local Government
169
The Impact of New Technology on the Communication of Parliamentary Information
185
Believe It or Not
205
An Exploratory Assessment of Voter and Governmental Interface on Pertinent Issues Facing American Children and Youth
223
Benefits Segmentation Based on Generalized and Restricted Exchange
247
Political Issue Promotion in the Age of 911
269
Political Opinion Leadership and Electoral Behavior
285
Index
309

Marketing Government Reforms
151

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About the author (2013)

Jennifer Lees-Marshment is Founding Director for the Centre for Political Marketing in the UK and Lecturer at Keele University.

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