Political Marketing A Comparative Perspective

by Lilleker, Darren G.; Lees-Marshment, Jennifer

• ISBN13: 9780719068713
• ISBN10: 0719068711
• Format: Paperback
• Copyright: 2005-05-26
• Publisher: MANCHESTER UNIVERSITY PRESS

Summary

Political Marketing is becoming a global phenomenon as parties try to copy the market-oriented approach employed by Tony Blair to win New Labour power in the UK in 1997. This book shows how political marketing has spread to the new democracies of Brazil and Peru, the PR-elected coalition governments of Europe including Germany and Austria, multi-party systems in Canada and New Zealand, and the new devolved systems in Northern Ireland and Scotland. However it also considers problems with the market-oriented approach, examining the difficulties faced by New Labour in government in terms of delivering the political product and George W. Bush's delicate balancing act between compassionate conservatism and traditional Republicanism. It also shows that conviction is not completely dead in the 21st century, showing how Sinn Fein have used a sales-oriented approach to win support for their ideals.

Author Biography

Darren G. Lilleker is Senior Lecturer in Political Communication at Bournemouth University and Fellow of the Centre for Public Communication Research. Jennifer Lees-Marshment is Founding Director for the Centre for Political Marketing and Management at Keele University.

Table of Contents

List of figures, tables and boxes	ix
Contributors	xi
Preface	xv
Introduction: rethinking political party behaviour	1	(14)
Darren G. Lilleker
Jennifer Lees-Marshment
Political marketing in the UK: a positive start but an uncertain future	15	(24)
Jennifer Lees-Marshment
Darren G. Lilleker
American political marketing: George W. Bush and the Republican Party	39	(20)
Jonathan Knuckey
Jennifer Lees-Marshment
Canadian political parties: market-oriented or ideological slagbrains?	59	(20)
Alex Marland
Marketing the message or the messenger? The New Zealand Labour Party, 1990--2003	79	(18)
Chris Rudd
Political marketing in Irish politics: the case of Sinn Fein	97	(17)
Sean McGough
Political marketing in Germany: the case of the Social Democratic Party	114	(18)
Charles Lees
The rise and fall of populism in Austria: a political marketing perspective	132	(16)
Andreas Lederer
Fritz Plasser
Christian Scheucher
Change to win? The Brazilian Workers' Party's 2002 general election marketing strategy	148	(17)
Josiane Cotrim-Macieira
The re-launch of the Popular Revolutionary American Alliance: the use of political marketing in Peru's new political era	165	(16)
Pedro Patron Galindo
Political marketing in Scotland's devolved system	181	(24)
Declan P. Bannon
Robert Mochrie
Conclusion: towards a comparative model of party marketing	205	(24)
Darren G. Lilleker
Jennifer Lees-Marshment
Index	229