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Political marketing and management i...

Lees-Marshment, Jennifer.

Political marketing and management in the 2017 New Zealand Election

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Political marketing and management in the 2017 New Zealand Electionedited by Jennifer Lees-Marshment.
其他作者:	Lees-Marshment, Jennifer.
出版者:	Cham :Springer International Publishing :2018.
面頁冊數:	xvi, 158 p. :digital ;24 cm.
Contained By:	Springer eBooks
標題:	MarketingPolitical aspectsNew Zealand.
電子資源:	http://dx.doi.org/10.1007/978-3-319-94298-8
ISBN:	9783319942988$q(electronic bk.)

Political marketing and management in the 2017 New Zealand Election
Political marketing and management in the 2017 New Zealand Election[electronic resource] /edited by Jennifer Lees-Marshment. - Cham :Springer International Publishing :2018. - xvi, 158 p. :digital ;24 cm. - Palgrave studies in political marketing and management. - Palgrave studies in political marketing and management..

1. Introduction: Political Marketing and Management in New Zealand -- 2. Vote Compass Nz 2017: Marketing Insights into Public Views on Policy and Leaders -- 3. Political Parties and Their Customers: The Alignment of Party Policies with Supporter, Target and Undecided Market P.References -- 4. Messy Marketing in the 2017 New Zealand Election: The Incomplete Market-Orientation of the Labour and National Parties -- 5. Candidate Brand Personality and the 2017 New Zealand General Election -- 6. Minor Party Campaign Advertising: A Market-Oriented Assessment -- 7. Communicating Market-Oriented Leadership in Power and Opposition -- 8. Conclusion: Political Marketing and Management Lessons for Research and Practice.

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.

ISBN: 9783319942988$q(electronic bk.)

Standard No.: 10.1007/978-3-319-94298-8doi

Standard Tech. Report. No.: nam a2200325 a 4500Subjects--Corporate Names:

821459
New Zealand.
Parliament--Elections, 2017.Subjects--Topical Terms:

821460
Marketing
--Political aspects--New Zealand.

LC Class. No.: JA85.2.N45

Dewey Class. No.: 324.70993

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520 $a 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.
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