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The political marketing game

Record Type:	Electronic resources : Monograph/item
Title/Author:	The political marketing gameJennifer Lees-Marshment.
Author:	Lees-Marshment, Jennifer.
Published:	Houndmills, Basingstoke, Hampshire ;Palgrave Macmillan,2011.
Description:	1 online resource (xii, 259 p.) :ill.
Subject:	Campaign management.
Online resource:	An electronic book accessible through the World Wide Web; click for information
ISBN:	9780230299511 (electronic bk.)

The political marketing game
Lees-Marshment, Jennifer.

The political marketing game[electronic resource] /Jennifer Lees-Marshment. - Houndmills, Basingstoke, Hampshire ;Palgrave Macmillan,2011. - 1 online resource (xii, 259 p.) :ill.

Includes bibliographical references and index.

Cover; Contents; List of Tables and Diagrams; Preface; Introduction; 1 Analysing the Market; 2 Strategic Development; 3 Leading Responsively; 4 Marketing the Party; 5 Communicating; 6 Managing Delivery; 7 Marketing Democratically; Conclusion: Political Marketing, Democracy and Partnership; Academic References; Practitioner Interview References; Index;

The Political Marketing Game identifies what works in political marketing. It shows that politicians can choose to play the game to achieve change, not just win votes, because authenticity, values and vision are as much a part of a winning strategy as market-savvy pragmatism. Using 100 interviews with practitioners including advisors to former world leaders Tony Blair, George W Bush, Stephen Harper, Helen Clark and Kevin Rudd, as well as academic literature, this book presents tools to navigate the complex and unpredictable electoral market. It shows that the democratic impact of political marketing depends on how the game is played. Whilst politicians need to listen, varying responsiveness to public demand is more successful than abandoning their beliefs. Elites need to work in partnership with the public, as voters want politicians who say 'yes we can' not 'yes I can, ' using deliberative market analysis so that politics can evolve in the 21st century and become a partnership democracy.

ISBN: 9780230299511 (electronic bk.)

Source: 497078Palgrave Macmillanhttp://www.palgraveconnect.comSubjects--Topical Terms:

251246
Campaign management.
Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: JF2112.C3 / L43 2011

Dewey Class. No.: 324.7

The political marketing game
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520 $a The Political Marketing Game identifies what works in political marketing. It shows that politicians can choose to play the game to achieve change, not just win votes, because authenticity, values and vision are as much a part of a winning strategy as market-savvy pragmatism. Using 100 interviews with practitioners including advisors to former world leaders Tony Blair, George W Bush, Stephen Harper, Helen Clark and Kevin Rudd, as well as academic literature, this book presents tools to navigate the complex and unpredictable electoral market. It shows that the democratic impact of political marketing depends on how the game is played. Whilst politicians need to listen, varying responsiveness to public demand is more successful than abandoning their beliefs. Elites need to work in partnership with the public, as voters want politicians who say 'yes we can' not 'yes I can, ' using deliberative market analysis so that politics can evolve in the 21st century and become a partnership democracy.
520 $a "The Political Marketing Game identifies what works in political marketing, drawing on 100 interviews with practitioners. It also shows that authenticity, values and vision are as much a part of a winning strategy as market-savvy pragmatism"-- $c Provided by publisher.
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