Political parties today focus on the needs and wants of voters in the same way that businesses seek to serve consumers. Demonstrating how British political parties use sophisticated political marketing techniques to gain electoral success, Jennifer Lees-Marshment looks at how they conduct focus groups and opinion polls, then change their behavior and political stances in order to reflect their findings. She analyzes how parties in Britain now attempt to offer a complete productincluding their leader, membership rights, and policiesto appeal to a majority of voters, rather than adhering to a political ideology and firm belief system.
|Publisher:||Manchester University Press|
|Product dimensions:||6.10(w) x 9.10(h) x 0.80(d)|
About the Author
Jennifer Lees-Marshment is Research Fellow at the University of Aberdeen.
Table of Contents
Political Marketing and Political Parties: What Is It All About?
• Thatcher: The Marketing Pioneer
• Labour's Resistance to Political Marketing
• A Triumph of Presentation over the Product: Labour 1983-1987
• The Limited Effect of Limited Marketing: Why Labour Did Not Win in 1992
• The Fall of the Conservatives and the Neglect of Political Marketing
• Blair and the New Labour Design: 1992-1999
• Conclusion: The Party's Just Begun