Political Marketing

Principles and Applications

by Jennifer Lees-Marshment

Number of pages: 320

Publisher: Routledge

BBB Library: Sales and Marketing, Politics and Public Affairs

ISBN: 978-0415431293

About the Author

She is an international expert in political marketing, and the author/editor of 12 books, including Global Political Marketing.


Editorial Review

Political marketing is about how political elites use marketing tools and concepts to understand, respond to, involve and communicate with their political market in order to achieve their goals. These goals can include–in addition to getting votes to be elected–creating more understanding of a complex policy, passing legislation, and winning control of government. Political elites include candidates, politicians, leaders, parties, governments, government departments and programs, NGOs and interest groups. Their political marketing goals, market, product, tools and approaches are wide-ranging.

Book Reviews

"Lees-Marshment is one of the leading scholars in political marketing, and it shows in this comprehensive introduction and analysis of political marketing as theory and practice. For anyone interested in political marketing, this is a must-read" —Jesper Strömbäck, Professor of Media and Communication, Mid-Sweden University and co-editor with Lynda Lee Kaid of The Handbook of Election News Coverage Around the World, Routledge 2008.

"In Summary then, this book is an important addition to the topic of experiential marketing.The book provides a wealth of different product and services settings,and presents some of the Benefits, risks, and difficulties in developing, implementing, and measuring the strategy" — Jon Reast

Books on Related Topics

Wisdom to Share

One of the most dominant theories of political marketing is a market orientation.

Quantitative research uses closed questions to try to measure opinion and the strength of opinion. It provides big numbers – surface-level data.

Qualitative research is used to understand rather than measure, and thus uses open-ended questions and produces narrative data.

Focus groups are small samples of typical consumers under the direction of a group leader who elicits their reaction to a stimulus, such as a political party.

Opposition research is conducted to identify potential weaknesses, controversies, and also comparable strengths of the party/candidate and the opposition.

Political branding is about how a political organization or individual is perceived overall by the public.

Political marketing communication is what goes from the political organisation or figure to the public.

Political leaders need to engage in meaningful dialogue with voters and so communication should be designed in to enable and show that politicians have listened, reflected, and acted on it.

Understand the citizen is developing from a passive consumer to active participant.

Listen to the public despite the potential weaknesses in public opinion.