Current Issues in Political Marketing
Routledge, Feb 1, 2013 - Business & Economics - 336 pages
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:
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Square Peg Round Hole? Can MarketingBased Concepts Such as the Product and the Marketing Mix Have a Useful Role in the Political Arena?
A Conceptual Model of Political Market Orientation
Why Incentives for Activism Are What Members Want
Email and Elected Politicians Relationship with Their Constituents
Electoral Participation and NonVoter Segmentation
Nurturing or Impeding Voter Engagement?
Political Marketing Segmentation The Case of UK Local Government
The Impact of New Technology on the Communication of Parliamentary Information
Believe It or Not
An Exploratory Assessment of Voter and Governmental Interface on Pertinent Issues Facing American Children and Youth
Benefits Segmentation Based on Generalized and Restricted Exchange
Political Issue Promotion in the Age of 911
Political Opinion Leadership and Electoral Behavior
Marketing Government Reforms
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2001 General Election advertising believability analysis attitudes benefits Best Business Books British General Election children and youth Children’s Defense Fund Cluster communication concept Conservative constituents context Copernicus reform Democrats Dermody effect election campaign electorate evaluation factors groups Haworth Press Het Laatste Nieuws identified important incentives indicate inﬂuence interest issue Journal of Marketing keting Labour Labour Party Management marketing mix membership military service motivations negative non-voting O’Cass ofMarketing opinion leadership outcomes overall Parliament parliamentary Partial Least Squares participation party members perceived perceptions Plaid Cymru Police reform political advertising political market orientation political parties political product politicians potential programs Public Sector Marketing reﬂect relationship marketing respondents restricted exchange role sample satisfaction scales Scottish Parliament segmentation significant social marketing solidary source credibility strategy suggests survey Table target tion turnout variables voter involvement voting websites