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Political Marketing - Principles and Applications (Paperback)
Loot Price: R967
Discovery Miles 9 670
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Political Marketing - Principles and Applications (Paperback)
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Political Marketing is the first comprehensive textbook to focus on
political marketing, and introduces students to how candidates,
parties, elected officials and governments around the world utilise
marketing concepts and tools win elections and remain in office.
Drawing on the latest theoretical work and providing the broadest
collation of international political marketing research available,
this text: examines a wide range of political marketing topics
including the rise of the political consumer, market intelligence
and segmentation, opposition research, e-marketing, direct mail,
market-orientation and strategy, internal marketing, product
re-development, branding, local political marketing, marketing in
government, delivery and global knowledge transfer analyses the
implications of political marketing for democracy - are we happy to
be 'citizen-consumers'? features over 40 case studies written by
international specialists in over 20 countries, and practitioner
perspectives from those currently engaged in political marketing
illustrates theories with clear examples integrated with topical
discussion points, and provides essay and applied assessment
suggestions in each chapter. Presented in clear and engaging style,
this textbook offers sophisticated understanding of this exciting
new area. Written by a leading expert in the field, it is essential
reading for all students of political marketing, parties and
elections and comparative politics.
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