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Winning Elections with Political Marketing
     

Winning Elections with Political Marketing

by Philip J Davies, Bruce Newman
 

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ISBN-10: 0789033690

ISBN-13: 9780789033697

Pub. Date: 04/28/2006

Publisher: Taylor & Francis

Find out the real impact political marketing has on the democratic process Winning Elections with Political Marketing is a unique look at the election process on both sides of the Atlantic, providing rare insight into how modern political communication and marketing strategies are used in the United States and the United Kingdom. The leading political researchers

Overview

Find out the real impact political marketing has on the democratic process Winning Elections with Political Marketing is a unique look at the election process on both sides of the Atlantic, providing rare insight into how modern political communication and marketing strategies are used in the United States and the United Kingdom. The leading political researchers present a cross-section of their latest findings, augmented with easy-to-read tables, charts, and figures, and reinforced with extensive references and bibliographies. The book addresses the key issues that define the interplay between political marketing and the electorate in both countries, including advertising, research methods and cross-cultural research results, political choice behavior, imagery management, the integration of business and social science theory, and the impact of political marketing on democracy. While the national election cycles of the two countries may be fundamentally different, their election processes share one thing in common-a trend toward permanent campaigning through embedded marketing tactics that's becoming standard practice in the United States and the United Kingdom. Winning Elections with Political Marketing examines the theoretical underpinnings of policy development, the characteristics of a successful political candidate, political marketing from the perspective of the voters, campaign finance regulations, and the effects of technological changes on political communication. Winning Elections with Political Marketing looks at: The Political Triangle determining market intelligence class, rhetoric, and candidate portrayal voter perceptions the role of President as party leader lobbying constituent communication voter behavior grass roots campaigns political consulting the Internet and e-newsletters the advantages of public funding and a study of the United States presidential primaries from 1976 to 2004 Winning Elections with

Product Details

ISBN-13:
9780789033697
Publisher:
Taylor & Francis
Publication date:
04/28/2006
Pages:
254
Product dimensions:
5.80(w) x 8.60(h) x 0.90(d)

Table of Contents


About the Editors     ix
Contributors     xi
Introduction. Political Marketing As Elections Approach in the United States and the United Kingdom   Philip John Davies   Bruce I. Newman     1
Market Contexts and Developing Policy
Voter Research and Market Positioning: Triangulation and Its Implications for Policy Development   Robert M. Worcester   Paul R. Baines     11
Introduction     11
Market Positioning: Policy and Message Dissemination     12
The Morris Concept of Triangulation     15
The Worcester Concept of Triangulation     18
Building the Model: The Political Triangle     18
Leader and Party Image     22
Managerial Implications and Further Research     27
Conclusion     28
Mapping a Market Orientation: Can We Detect Political Marketing Only Through the Lens of Hindsight?   Darren G. Lilleker   Ralph Negrine     33
Introduction     33
Methodology     35
What Is a Political Market Orientation?     36
Measuring Political Marketing     40
Identifying a Market Orientation     51
Political Marketing for Elites and Masses
Not As Rich As You Think: Class, Rhetoric, and Candidate Portrayal DuringNational Elections in the United States and the United Kingdom   Robert Busby     59
Framework     60
Margaret Thatcher     64
John Major     66
Tony Blair     67
Playing the Victim: America's Presidential Election, 1992     68
George W. Bush: A Regular Guy?     71
The Democrats     74
Howard Dean     74
John Kerry     75
John Edwards     76
Conclusions     77
Marketing Parties in a Candidate-Centered Polity: The Republican Party and George W. Bush   Peter N. Ubertaccio     81
Presidential Party Leadership     83
George W. Bush and Republican Party Leadership     90
The Prospects for Marketing Parties in the Twenty-First Century     99
Grass Roots Lobbying: Marketing Politics and Policy "Beyond the Beltway"   Conor McGrath     105
Introduction: Grass Roots Lobbying     105
Grass Roots Campaigns and Political Marketing     106
Grass Roots Lobbying: The Electoral Connection     111
Quantity and Quality     115
Techniques in Grass Roots Lobbying     119
Grass Tops Campaigns     121
Conclusion      123
Political Consulting and the Market: Who Lobbies for the Poor?   Gary Wasserman     131
Mobilizing Skills for Nontraditional Clients     133
Going Beyond the Client Base to Use the Media     136
Incentives for Going Beyond the Well-Paying Client     138
Foundations Ought to Be Interested, but They're Not     139
Obstacles to Public Service Consulting Outside and Inside the Profession     140
Lessons Learned, All Too Slowly     143
Political Developments and the Contexts for Marketing
Political Parties, Their E-Newsletters and Subscribers: "One-Night Stand" or a "Marriage Made in Heaven"?   Nigel Jackson     149
The Use of E-Mail and E-Newsletters in Political Campaigning     150
Relationship Marketing     153
Methodology     157
Fieldwork     158
Conclusion     169
First Hurdles: The Evolution of the Pre-Primary and Primary Stages of American Presidential Elections   Dennis W. Johnson     177
Running for President     177
The Candidates     183
Pre-Primary Stage     187
The Primaries     192
Conclusion     201
Official Candidates for Presidency-Republican, Democratic, and Principal Third Party      203
Running Clean in the American States: Experience with Public Funding of Elections   Carl W. Stenberg     211
Basic Features of Public Financing Systems     211
The Case for-and Against-Public Financing     215
State Experiences with "Running Clean"     218
Looking Ahead     224
Index     227

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