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Political marketing: A comparative perspective

ISBN-13: 978-0719068713
ISBN-10: 0719068711
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Editorial Reviews


Political marketing has become a global phenomenon as parties try to copy the market-oriented approach employed by Tony Blair to win power for New Labour in 1997. Increasingly voters choose parties like consumers choose products, and this study looks at how some political parties, such as Sinn Fein, have been able to capitalise on this to gain support.

It raises fresh perspectives on the more established political marketing practices in the UK and US, such as how to incorporate political leadership within the market-oriented framework and the democratic implications when faced with the actually business of governing.

This book also highlights how the market-oriented party approach has spread around the world, including Europe and the new democracies of Brazil and Peru. The chapters, in demonstrating this convergence in practices, also question whether this strategy is appropriate for political systems based on proportional representation and coalition governments such as those in Austria, Germany, New Zealand, Canada, and devolved systems in Northern Ireland and Scotland. The collection also introduces the debate on whether such practices enhance or undermine democracy, raising important questions on the future of political marketing.

This book should become an established essential text for students and academics of political science and marketing.

--This text refers to an out of print or unavailable edition of this title.

About the Author

Jennifer Lees-Marshment is Founding Director for the Centre for Political Marketing and Management at Keele University

Darren G. Lilleker is Senior Lecturer in Political Communication at Bournemouth University and Fellow of the Centre for Public Communication Research

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More About the Author

Jennifer Lees-Marshment (Auckland University, New Zealand) is a researcher in political marketing. Her published books are Political Marketing and British Political Parties, 1st and 2nd edition (MUP 2001, 2008), The Political Marketing Revolution (MUP 2004) and Political marketing in comparative perspective (MUP 2005, co-edited with Darren G Lilleker), Current issues in political marketing (Haworth 2005, coedited with Walter Wymer), Political marketing: principles and applications (Routledge 2010), Global Political Marketing (Routledge 2010, co-edited with Jesper Stromback and Chris Rudd), The Political Marketing Game (Palgrave Macmillan 2011), Political Marketing in Canada (UBC 2012, co-edited with Alex Marland and Thierry Giasson) and The Routledge Handbook of POlitical Marketing (Routledge 2012). See for further details. Email

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Political marketing: A comparative perspective
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