The political marketing game [electronic resource]

• 作者： Lees-Marshment, Jennifer.
• 其他作者：
  • Palgrave Connect (Online service)
• 出版： Houndmills, Basingstoke, Hampshire ;New York : Palgrave Macmillan
• 主題： Campaign management. , Political campaigns. , Marketing--Political aspects. , Political Science--Political Ideologies--Democracy. , POLITICAL SCIENCE--Government--Comparative. , Political Science--Government--National. , Electronic books.
• ISBN： 9780230299511 (electronic bk.) 、 0230299512 (electronic bk.)
• FIND@SFXID: CGU
• 資料類型: 電子書
• 內容註: Includes bibliographical references and index. Cover; Contents; List of Tables and Diagrams; Preface; Introduction; 1 Analysing the Market; 2 Strategic Development; 3 Leading Responsively; 4 Marketing the Party; 5 Communicating; 6 Managing Delivery; 7 Marketing Democratically; Conclusion: Political Marketing, Democracy and Partnership; Academic References; Practitioner Interview References; Index;
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• 摘要註: 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. "The Political Marketing Game identifies what works in political marketing, drawing on 100 interviews with practitioners. It also shows that authenticity, values and vision are as much a part of a winning strategy as market-savvy pragmatism"--
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