Published by Routledge in 2014 see


Political Marketing: principles and applications 2nd edition is a substantially revised version of the first textbook in the field. The book introduces students to how candidates, parties, elected officials and governments around the world utilise marketing concepts and tools to win elections and remain in office. It seeks to explain what political marketing is, show how it is used in practice, and encourage reflection on how it should be used in future. Being research-led, 2/3s of the text has been re-written in the 2nd edition to integrate new research published 2009-mid 2013, and reflect the more relational long-term approach to political marketing that we have seen emerging in practice and research. Drawing on the latest theoretical work and providing the broadest collation of international political marketing research available, this text:

  •  Digests and explains academic theory but also illustrates them with examples from around the world
  • Provides new peer-reviewed, carefully selected Case Studies and expanded Practitioner Perspectives
  • Lists expanded and updated discussion points for tutors to use, and both applied  and traditional assessment questions
  • New for the 2nd edition, it:
    • Dedicates a whole chapter to political branding and delivery marketing
    • Expands discussion of political PR and adds material on new areas such as crisis management and creating volunteer-friendly organisations
    • Covers new research on emerging practice such as interactive and responsive leadership communication, mobile marketing, co-creation market research, experimental and analytic marketing, celebrity marketing and integrated marketing communications
    • Integrates examples of every aspect of marketing within a government context into every chapter
    • Includes more examples of political marketing at lower levels of government including mayors and state/local candidates; and marketing by minor parties and minority governments
    • Focuses discussion on democracy in the end chapter through an in-depth exploration of the implications of political marketing for leadership, citizenship, participation, representation, policy and ethics
    • features Practitioner Profiles and Best Practice Guides for practitioners and students wishing to practice political marketing, along with Authors Corners where scholars summarise their books

Endorsements of the book:

Political Marketing: Principles and Applications is a comprehensive, one-stop guide to the discipline of political marketing. The case studies are fresh, covering recent campaigns across the globe, and the scholarship is impeccable. Travis N. Ridout, Thomas S. Foley Distinguished Professor of Government and Public Policy, Washington State University, USA.

Lees-Marshment’s Political Marketing is authoritative and accessible, combining rich analysis with case studies added by practitioners and academics. The book is an indispensable resource for anyone interested in contemporary political marketing research and application. Dr Darren G. Lilleker, Bournemouth University, UK.

An indispensable textbook of political campaigning, based on the most recent international evidence about what does and doesn’t work. Tom Flanagan, former national campaign manager, Conservative Party of Canada.

Political marketing has become the field of study most relevant to those of us who cover politics and Jennifer Lees-Marshment’s work is crucial to our understanding of how this world works — not just in theory, but in practice. Susan Delacourt, Senior Political Writer, Toronto Star, and author of Shopping For Votes: How Politicians Choose Us and We Choose Them.

Political marketing is a must have textbook. It synthesises politics and marketing theory and experience to explain simply and clearly the concept and practice of political marketing. As a consequence it will be a vital tool for students from political science, marketing and political marketing. This second edition expertly combines a breadth of understanding with the latest thinking in the field. Concepts are explained well, the case studies provide insight and the range of classroom activities provide clear direction for learning. Dr Nigel Jackson, Reader in Persuasion and Communication, Plymouth University, UK.


Political Marketing: principles and applications 2nd edition is supported by an online resource site which is annually updated with new academic literature, audio-visual links and websites which provide further reading and links to clips to use in teaching political marketing: