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.
"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
In a time of unprecedented turbulence, how can public sector organisations increase their ability to find innovative solutions to society's problems? Leading Public Sector Innovation shows how government agencies can use co-creation to overcome barriers and deliver more value, at lower cost, to citizens and business. Through inspiring global case studies
There is no better way to improve the lives of billions of people around the world than to improve the way cities work. For the first time in human history, the majority of the world's people live in cities. By 2050, 75 percent will. As more and more people move to
Every society needs a public sector to perform services that are critical to its interest that neither the private nor the nonprofit sectors want to handle. Since such operations are carried on at a great cost to its citizens, they request them to be conducted efficiently and effectively. Accordingly, the public
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.