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Political branding strategiescampaig...

Australian Labor Party.

Political branding strategiescampaigning and governing in Australian politics /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Political branding strategiesby Lorann Downer.
其他題名:	campaigning and governing in Australian politics /
作者:	Downer, Lorann.
出版者:	London :Palgrave Macmillan UK :2016.
面頁冊數:	x, 146 p. :ill., digital ;23 cm.
Contained By:	Springer eBooks
標題:	Campaign managementAustralia.
電子資源:	http://dx.doi.org/10.1057/9781137580290
ISBN:	9781137580290$q(electronic bk.)

Political branding strategiescampaigning and governing in Australian politics /
Downer, Lorann.

Political branding strategiescampaigning and governing in Australian politics /[electronic resource] :by Lorann Downer. - London :Palgrave Macmillan UK :2016. - x, 146 p. :ill., digital ;23 cm. - Palgrave studies in political marketing and management. - Palgrave studies in political marketing and management..

Political Branding Strategies tells the story of branding by the Australian Labor Party across seven years. This is an account of three brands - the Kevin07 brand crafted for Kevin Rudd, The Real Julia brand of his successor, Julia Gillard, and that of the party. Drawing on insider insight and a new framework to understand and evaluate political branding, Labor's strategies are considered in two case studies. They tell of skilful use of comprehensive branding strategies and costly disregard of basic branding principles, of stunning success and shattering reversal. This is a story with lessons for practitioners, researchers and citizens in democracies everywhere.

ISBN: 9781137580290$q(electronic bk.)

Standard No.: 10.1057/9781137580290doiSubjects--Corporate Names:

792389
Australian Labor Party.
Subjects--Topical Terms:

792390
Campaign management
--Australia.

LC Class. No.: JQ4098.L3 / D68 2016

Dewey Class. No.: 324.29407

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