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.
Written by a team of 25 international expert authors, the volume
explores the impact of systemic features such as the party and
electoral system, analysing how parties use marketing through 14
detailed country studies. The book explores the notion that
political marketing is used by parties to both sell and design
political products, is by no means confined to the opposition, and
that many opinions besides those of the voters are considered in
product design, including ideological anchors, expert opinion and
party members' input.
The authors also explore how other factors impact on political
marketing effectiveness, such as the ability of governments to
communicate delivery, stay in touch, the role of the media and
party unity and culture. Finally the work discusses the democratic
implications of market-oriented parties, highlighting the need for
debate about the relationship between citizens and governments and
the prospects for democracy in the 21st century.
Including a practitioner perspective as well as rigorous
academic analysis, this collection provides the first global
comprehensive overview of how political parties market themselves,
it will be of great interest to all scholars of political
marketing, parties and elections and comparative politics.
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