Overview

The Political Marketing Game identifies what works in political marketing. It shows that politicians can choose to play the game to achieve change, not just win votes, because authenticity, values and vision are as much a part of a winning strategy as market-savvy pragmatism. Using 100 interviews with practitioners including advisors to former world leaders Tony Blair, George W Bush, Stephen Harper, Helen Clark and Kevin Rudd, as well as academic literature, this book presents tools to navigate the complex and ...
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The Political Marketing Game

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Overview

The Political Marketing Game identifies what works in political marketing. It shows that politicians can choose to play the game to achieve change, not just win votes, because authenticity, values and vision are as much a part of a winning strategy as market-savvy pragmatism. Using 100 interviews with practitioners including advisors to former world leaders Tony Blair, George W Bush, Stephen Harper, Helen Clark and Kevin Rudd, as well as academic literature, this book presents tools to navigate the complex and unpredictable electoral market. It shows that the democratic impact of political marketing depends on how the game is played. Whilst politicians need to listen, varying responsiveness to public demand is more successful than abandoning their beliefs. Elites need to work in partnership with the public, as voters want politicians who say 'yes we can' not 'yes I can,' using deliberative market analysis so that politics can evolve in the 21st century and become a partnership democracy.
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Editorial Reviews

From the Publisher

'The Political Marketing Game by Jennifer Lees-Marshment is about as thorough an analysis of a discipline, regarded as much an art as it is a science, that one could ever hope for...Lees-Marshment combines 100 interviews (over 5 years of research, across 5 western liberal democracies) of heavy weight political marketing practitioners with her keen understanding of the wealth of existing academic literature on the subject. Undoubtedly, the highlights of the book are the musings of communication directors, political representatives, pollsters and strategists including (amongst many others) Alastair Campbell, Iain Duncan Smith and Philip Gould, on their various electoral battles...This is a hugely informative study on an important field that is changing and developing at an extraordinary rate.'
– Progress magazine

'The Political Marketing Game: 'Drawing on insights gleaned from an extensive range of interviews, Lees-Marshment's monograph is packed full of fascinating reflections from practitioners...each chapter ends with a series of tables listing the dos and don'ts...packed full of practical advice, this book will be a bible for political operatives to be kept close at hand for frequent reference.'
– Political Studies Review

'Lees-Marshment offers sagacious views on, inter alia, the importance of investing in detailed research and acting on the uncomfortable findings, building and maintaining a strong political organisation, providing vision and principle, and offering clear, simple and deliverable pledges...her book provides a wealth of insights into political marketing and merits a place on the bookshelves of political scientists as well as practitioners.'
– Tim Haughton, Birmingham University, UK

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Product Details

  • ISBN-13: 9780230310100
  • Publisher: Palgrave Macmillan
  • Publication date: 3/29/2011
  • Sold by: Barnes & Noble
  • Format: eBook
  • Pages: 272
  • File size: 729 KB

Meet the Author

JENNIFER LEES-MARSHMENT is Senior Lecturer at Auckland University, New Zealand. Her books include Political Marketing and British Political Parties (2001 and 2008), The Political Marketing Revolution (2004), Political marketing: principles and applications (2010) and Global Political Marketing (2010).
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Table of Contents

Introduction
Analysing the market
Strategic development
Leading responsively
Marketing the Party
Communicating
Managing delivery
Marketing democratically
Conclusion: Political marketing, democracy and partnership
Academic references
Practitioner interview references
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