The Idea of Political Marketing (Hardcover)

O'Shaughnessy, Henneberg, and their contributors examine how the theory and practice of marketing has been and can be applied to politics. Particular attention was paid to the theory of political marketing, with conceptual definitions developed to better facilitate communication between marketing professionals and political science researchers. Political marketing is about the making and unmaking of governments in a democracy. Despite its growing importance, the marketing academic profession has shown very little interest in the political ramificaitons of their discipline, while political scientists often come to political marketing with the view that it is cosmetic, if not trivial. O'Shaughnessy, Henneberg, and their contributors examine how the theory and practice of marketing has been and can be applied to politics. As they show, elections are a persuasion task writ large, most especially with the demise of inherited class loyalties. Following elections, governments can employ marketing techniques to build support for their actions, while opposition parties can press the government and its supporters through similar marketing approaches. Of particular interest to scholars, researchers, and policy makers involved with politics, political communication, and the making of public policy.

General

Imprint:	Praeger Publishers Inc
Country of origin:	United States
Release date:	June 2002
First published:	June 2002
Editors:	Nicholas O. O'Shaughnessy • Stephan C.M. Henneberg
Dimensions:	230 x 163 x 26mm (L x W x T)
Format:	Hardcover
Pages:	280
ISBN-13:	978-0-275-97595-1
Categories:	Books > Reference & Interdisciplinary > Communication studies > General Books > Business & Economics > Business & management > Sales & marketing > General Books > Social sciences > Politics & government > Political control & freedoms > Political control & influence > Political campaigning & advertising
LSN:	0-275-97595-9
Barcode:	9780275975951

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