Global political marketing

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  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2009-11-11
  • Publisher: Routledge

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There is increasing awareness of growing similarities in political marketing practices around the world. Global political marketing is a comprehensive analysis of why, how and with what affect parties use political marketing in a range of political systems - presidential, parliamentary, two and multi-party, and established and emerging democracies.

Table of Contents

List of illustrationsp. vii
List of contributorsp. xi
Prefacep. xv
Acknowledgementsp. xvii
Global political marketingp. 1
A framework for comparing political market-orientationp. 16
Political marketing in Germanyp. 34
Political market-orientation in a multi-party system: the Swedish casep. 52
New Zealand political marketing: marketing communication rather than the product?p. 65
Australian political marketing: substance backed by stylep. 82
Political marketing in the United States: from market- towards sales-orientation?p. 96
UK political marketing: a question of leadership?p. 133
The level of market-orientation of political parties in Greecep. 128
Political salesmen in Hungaryp. 143
The Czech case: a marketing-oriented party on the rise?p. 157
Testing the market-oriented model of political parties in a non-Western context: the case of Taiwanp. 175
Political marketing in Ghanap. 189
Political marketing in a weak democracy: the Peruvian casep. 202
Political marketing techniques in Russiap. 218
Political market-orientation in Japanp. 234
Implementing and interpreting market-orientation in practice: lessons from the UKp. 249
Political marketing, party behaviour and political sciencep. 263
Global political marketing: analysis and conclusionsp. 278
Indexp. 298
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