Edited by Jennifer Lees-Marshment, Jesper Stromback and Chris Rudd
Published in hard back in 2010 and paper back in 2011: ww.routledge.com/9780415500463
There is increasing awareness of growing similarities in political marketing practices around the world. Global political marketing is a comprehensive analysis of why, how and with what affect parties use political marketing in a range of political systems – presidential, parliamentary, two and multi-party, and established and emerging democracies.
Written by a team of 25 international expert authors, the volume explores the impact of systemic features such as the party and electoral system, analysing how parties use marketing through 14 detailed country studies. The book explores the notion that political marketing is used by parties to both sell and design political products, is by no means confined to the opposition, and that many opinions besides those of the voters are considered in product design, including ideological anchors, expert opinion and party members’ input.
The authors also explore how other factors impact on political marketing effectiveness, such as the ability of governments to communicate delivery, stay in touch, the role of the media and party unity and culture. Finally the work discusses the democratic implications of market-oriented parties, highlighting the need for debate about the relationship between citizens and governments and the prospects for democracy in the 21st century.
Including a practitioner perspective as well as rigorous academic analysis, this collection provides the first global comprehensive overview of how political parties market themselves, it will be of great interest to all scholars of political marketing, parties and elections and comparative politics.
A review in The International Journal of Press/Politics (2011) commented how ‘the chapters offer an interesting overview of how marketing is both a feature of politics across disparate national contexts as well as illustrating how marketing concepts can be used to explain political behavior…In terms of testing the extent to which systemic
factors influence political behavior, this offers useful Insights…this is a valuable addition to understanding how marketing is used as a strategic tool, and what systemic factors act as drivers of marketization.’
Global Political marketing was published in hardback by Routledge in 2010 (ISBN 978-0-415-42722-7) and paperback in September 2011 (ISBN 9780415500463; www.routledge.com/9780415500463). A library recommendation form is at the following location – see www.routledge.com/resources/librarian_recommendation/9780415500463
lees-marshment.org 