The first edition of this book demonstrated that British political
parties now attempt to offer a complete product that will appeal to
a majority of voters, rather than being influenced by a political
ideology and firm belief system. This new edition provides an
updated and more in-depth exploration of the political marketing
approach, including analysis of the 2001 and 2005 elections. It
re-presents the influential theory of market, sales and
product-oriented parties, discussing the potential and the limits
of consumerism, and the need to blend business concepts with a
traditional understanding of politics. Lee-Marshment examines
Blair's New Labour government in order to draw out lessons on
delivery, maintaining market intelligence and the effect of
changing to a leadership approach that goes against country and
party. Analysis of the Conservatives in opposition shows how the
best intentions of party leaders to implement a market-orientation
can be thwarted by internal resistance and traditional party
elites. Providing a more reflective and critical analysis, the
second edition offers a more nuanced discussion on how political
parties can not only win elections but govern successfully. -- .
General
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