Political Marketing: Strategic 'Campaign Culture'


A guiding principle in creating Political Marketing has been to examine the ways in which culture, politics, and society interrelate in the field of political marketing. In the course of the book, the editors and contributors consider ‘culture’ as a distinctive concept with transformative capacities that need further and deeper development in the engineering of the political marketing process. This may be introduced and, consequently, lead to broad formulation of a ‘campaign culture’. Indeed, understanding and ...

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Political Marketing: Strategic 'Campaign Culture': Strategic 'Campaign Culture'

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A guiding principle in creating Political Marketing has been to examine the ways in which culture, politics, and society interrelate in the field of political marketing. In the course of the book, the editors and contributors consider ‘culture’ as a distinctive concept with transformative capacities that need further and deeper development in the engineering of the political marketing process. This may be introduced and, consequently, lead to broad formulation of a ‘campaign culture’. Indeed, understanding and adapting a broader ‘campaign culture’, political marketing models may be seen as sets of pathways of key resources resulting viability in human assets, forms of influence, class stratification, alternative flows of information or networking and intercultural knowledge – sharing activity.

This book consists of 18 chapters which deal with aspects of political marketing and ‘campaign culture.’ Theoretical chapters are found first, followed by two chapters that deal with theoretical issues which became a subject of research. Next presented are the articles that study aspects of electoral behavior, followed by the papers that analyze aspects of nationalism & national identity. Finally, the book concludes with three case studies on various issues in political marketing.

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Editorial Reviews

From the Publisher

"This is a ground-breaking book which deals in depth with the critical importance of culture in effective political marketing campaigning both in practice and theory. It contains a polymathic collection of insightful material from around the world and is explored by the masters of the discipline".

—Professor Phil Harris, University of Chester

"The strength of this book is the contribution of highly distinguished scholars from different regions of the world with a wide diversity of experience and viewpoints. In today’s fast-changing political environment, both within and between countries, this book shows how the changing political culture is becoming the leading factor in determining political marketing structure, voter involvement, and, what acceptable campaign strategy. This book is a must for a range of readers, from those who are puzzled by new trends in political markets to those who are engaged in analyzing and strategizing in today’s political markets."

Joseph Ben-Ur, University of Houston-Victoria

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Product Details

Meet the Author

Dr. Kostas Gouliamos is elected Vice Rector at the European University Cyprus. He has been appointed Member to the Steering Committee for Higher Education & Research (CDED) of the Council of Europe in Strasbourg/France. He is also a member of the Scientific Advisory Board of the European Social Survey. He is the author and/or editor of many books, chapters and papers, as well as contributor to two World Reports (published by the International Institute of Communication) on issues pertinent to the subjects of media, culture, and communication. He is the editor of the Journal of Critical Studies in Business and Society and Senior Editor of the Journal of Political Marketing. His latest work, The Marketing of War in the Age of Neo-militarism, was published by Routledge Advances in Sociology.

Dr. Antonis Theocharous is an Assistant Professor at the Department of Hotel and Tourism Management, School of Management and Economics at the Cyprus University of Technology. He is the national representative of the Program Committee for Social Sciences and Humanities of the EU's 7th Framework Program. Dr. Theocharous has also served as national coordinator for two ESFRI projects: the European Social Survey (ESS) and the Digital Research Infrastructure for the Arts and Humanities (DARIAH). He also acted as a scientific coordinator for more than 30 EU or nationally funded research projects.

Dr. Bruce I. Newman is Professor of Marketing and Wicklander Fellow of Business Ethics at DePaul University. Professor Newman was recently a Visiting Scholar at Meiji University in Tokyo, Japan; a William Evans Visiting Fellow at the University of Otago, New Zealand; and a Visiting Scholar in the Department of Political Science at Stanford University and in the Institute of Government at the University of California-Berkeley. He is the founding Editor-in-Chief of the Journal of Political Marketing, and has written several scholarly articles and books on the subject of political marketing, including: The Marketing of the President (1993), The Mass Marketing of Politics: Democracy in an Age of Manufactured Images, Handbook of Political Marketing, and more recently a co-author of A Cross-Cultural Theory of Voter Behavior (Taylor & Francis) and Political Marketing: Theoretical and Strategic Foundations (M. E. Sharpe, 2011).

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Table of Contents

Introduction: Political Marketing: Strategic ‘campaign culture’; Kostas Gouliamos, Antonis Theocharous, Bruce Newman, Stephan Henneberg. 1. Of Cynicism, Political Cynisim and Political Marketing; Nicolas Demertzis 2. Pop-politics: intermingling of politics, mass society and everyday life; Emmanuel Heretakis 3. Political Marketing and the Politicians’ Credibility; Antónia Cristina Perdigão 4. Cultural Paradigm Contra Political Marketing or Two Answers to the Same Question; Balázs Kiss 5. Evolving Democracy: A Memetic Analysis of the Latest Proposal for Constitutional Change in the Philippines; Violeda A. Umali and Emerson S. Bañez 6. Marketing Politics to Generation X; Musa Ndlovu 7. Reflections on Engagement in an Evolving Political Process: Evidence from Aotearoa, the Land of the Long White Cloud; Phil Harris, Matthew Parackal, Chris Rudd and John Williams 8. Cultural Context of the Perceptual Fit of Political Parties' Campaign Slogans: A Polish Case; Wojciech Cwalina and Andrzej Falkowski 9. Trying to sell the vote: the lottery for raising voters’ activity in Bulgarian parliamentary elections in 2005; Alexander Christov and Boyan Koutevski 10. Crafting the Political Image: a Belgian Case in Perception Politics; Philippe De Vries and Christ’l De Landtsheer 11. The Role and Influence Of The Media On Voters’ Decisions In Lebanon; Bernard Abou Jaoude, Tarek Azzi, and Wafica Ghoul 12. Belgian Political Marketing in Context. Researching the Volatile Electorate; Soetkin Kesteloot, Nicolas Bouteca and Dries Verlet 13. The Historically Fabricated Croat: An ethnographic investigation of the effects of heritage consumption upon the individual identity re-construction of the post civil-war heritage consumer; Dino I. Domic 14. Aryan Wear and the New White Culture in American Politics; Christopher J. McKinlay and Jason J. Turner 15. Nationalist Identity and Marketing: The Vlaams Belang against Turkish Admission to the EU; Mona Moufahim and Michael Humphreys 16. Boris Yeltsin and Vladimir Putin: a study in comparative mythopoetics; Richard Tempest 17. The Impact of Webcasting Local Council Meetings; Lasse Berntzen 18. E-Government and E-Democracy in Local Greek Government; Prodromos Yannas and Georgios Lappas

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