Current Issues in Political Marketing

by Lees-Marshment; Jennifer

• ISBN13: 9780789024381
• ISBN10: 0789024381
• Edition: 1st
• Format: Nonspecific Binding
• Copyright: 2006-05-04
• Publisher: Routledge

Summary

Explore the increased need for marketing within the political arena Current Issues in Political Marketing presents up-to-date theory and research findings from academics working in political science, advertising, and management, and guidance from successful practitioners who know what it takes to make a nonprofit organization stand out in a crowd. The book presents the latest thinking on marketing issues and the consequences of political marketing, including insights into current British politics that can easily be applied to democratic countries. It will help you develop strategies that make effective use of limited resources as nonprofit organizations face greater competition for reduced government funding. Current Issues in Political Marketing addresses the ethical and practical difficulties in implementing traditional business approaches into the political and public arena. Political parties, the media, universities, local governments, charities, and legislatures are all adopting tools of marketing intelligence to understand their market needs and demands. This unique book examines how to adapt marketing to politics, including which marketing tools and concepts can be successfully transferred, and looks at the advantages--and problems--that political marketing can bring. Topics examined in Current Issues in Political Marketing include: political frames agenda setting voter attitude public-policy marketing change management relationship marketing voter disengagement party identification market orientation product anatomy branding segmentation and much more! Current Issues in Political Marketing is a valuable resource for directors and managers of nonprofit and charitable organizations, and for academics working in nonprofit management and social work.

Table of Contents

Introduction	1	(4)
Political Marketing: The Cause of an Emerging Democratic Deficit in Britain?	5	(22)
Darren G. Lilleker
Square Peg, Round Hole? Can Marketing-Based Concepts Such as the 'Product' and the 'Marketing Mix' Have a Useful Role in the Political Arena?	27	(20)
Jenny Lloyd
A Conceptual Model of Political Market Orientation	47	(18)
Robert P. Ormrod
Membership Benefits, Membership Action: Why Incentives for Activism Are What Members Want	65	(26)
Sue Granik
Vote Winner or a Nuisance: Email and Elected Politicians' Relationship with Their Constituents	91	(18)
Nigel Jackson
Electoral Participation and Non-Voter Segmentation	109	(20)
Declan P. Bannon
Young People's Attitudes Towards British Political Advertising: Nurturing or Impeding Voter Engagement?	129	(22)
Janine Dermody
Richard Scullion
Marketing Government Reforms	151	(18)
Dave Gelders
Steven Van De Walle
Political Marketing Segmentation The Case of UK Local Government	169	(16)
Patricia Rees
Hanne Gardner
The Impact of New Technology on the Communication of Parliamentary Information	185	(20)
Rita Marcella
Graeme Baxter
Nick Moore
Political Campaign Advertising: Believe It or Not	205	(18)
Aron O'Cass
An Exploratory Assessment of Voter and Governmental Interface on Pertinent Issues Facing American Children and Youth	223	(24)
Tanuja Singh
Elisa Fredericks
Marketing Military Service: Benefits Segmentation Based on Generalized and Restricted Exchange	247	(22)
Kimball P. Marshall
Caroline Fisher
Political Issue Promotion in the Age of 9-11	269	(16)
Cynthia R. Morton
Jorge Villegas
Political Opinion Leadership and Electoral Behavior	285	(24)
Aron O'Cass
Anthony Pecotich
Index	309