Political Marketing and Management in the 2017 New Zealand Election (Hardcover, 1st ed. 2018)

This book reveals the market research, strategy, branding and communication behind the unpredictable 2017 New Zealand election result which saw Jacinda Ardern elected Labour leader just 8 weeks before the election to become Prime Minister. Utilising rich data sources that include a 250,000 Vote Compass survey and interviews with key political advisors, it explores the alignment of the policy of National, Labour, the Greens and NZ First with party supporters, demographic segments and undecided voters. It also analyses the leadership communication and branding of the leaders Bill English, Jacinda Ardern and Andrew Little, as well as the advertising by minor parties ACT, the Greens, United Future and the Maori Party. The book provides advice for practitioners, such as: focus on being responsive, communicate delivery competence, differentiate in policy and advertising, build an energetic and charismatic leader brand and be flexible when planning.

General

Imprint:	Birkhauser Verlag AG
Country of origin:	Switzerland
Series:	Palgrave Studies in Political Marketing and Management
Release date:	July 2018
First published:	2018
Editors:	Jennifer Lees-Marshment
Dimensions:	210 x 148mm (L x W)
Format:	Hardcover
Pages:	158
Edition:	1st ed. 2018
ISBN-13:	978-3-319-94297-1
Categories:	Books > Reference & Interdisciplinary > Communication studies > Media studies Books > Social sciences > Politics & government > Political science & theory Books > Social sciences > Politics & government > Political structure & processes > Elections & referenda Promotions
LSN:	3-319-94297-2
Barcode:	9783319942971

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