Case study title Author
1.1 George W, the Malboro Man and the Messiah
–  voters view politics from a consumerist perspective
Dave Brown is a Lecturer/Creative Director in Advertising Creativity at the Auckland University of Technology. His research focuses on the persuasion industry, politics and the promotion of sustainable consumption. His e-mail address is
1.2 The explosive outcome of treating the electorate as customers Richard Scullion is a senior lecturer specialising in marketing communications and is writing up his thesis comparing consumer and political choice practices and experiences at the London School of Economics. He is co-editor of two books including Voters or Consumers: Imagining the contemporary electorate published by Cambridge Scholars Publishing in 2008. Email
2.1 An application of Lloyd’s product concept: the UK Conservative Party in 2001 Tim Sansom is a PhD Research Student at the University of Leicester, England. His research has focused on modern British political communication and his thesis concerns the marketing strategies of the Conservative Party between 1966 and 2001. His e-mail address is
3.1 The Lees-Marshment POP-SOP-MOP model applied to UK Labour 1983-1997 Jennifer Lees-Marshment is senior lecturer at the University of Auckland and her research focuses on how parties use political marketing strategy and market-orientation. Her earlier work on UK politics broadened the concept of political marketing from selling to the design of political products (see Political Marketing and British Political Parties, 1st and 2nd edition and The Political Marketing Revolution). More recent research is comparative (see Political marketing in comparative perspective co-edited with Darren G Lilleker); in addition to this text book in progress is a 2nd comparative collection Global political marketing co-edited with Jesper Stromback and Chris Ruddand a monograph The Political Marketing Game featuring interviews with practitioners in the UK, US, New Zealand and Australia (see Her email is
3.2 The re-launch of the APRA Party in a new political era in Peru. Pedro Patrón Galindo is Chief of the Press Department at PR Agency Solsona Comunicación, Barcelona and PhD Candidate in Political Science at the Universidad Autònoma de Barcelona, Spain. Email:
Principle versus Patronage: The Lees-Marshment method and political marketing in Japan
Bryce Wakefield is completing a Ph.D. at the Political Studies Department of the University of Auckland. His research focuses on political culture and defence policy in Japan; email is
The Strategy of the British Liberal Democrats
Stephen Barber is Senior Research Fellow at the Global Policy Institute at London Metropolitan University and author of Political Strategy: modern politics in contemporary Britain.
4.1 Bye Bye Belgium? Reputation and competitive positioning in the historic 2007 federal election and formation period Dave Gelders is Lecturer in Government Communication and Political Marketing at the Leuven School for Mass Communication Research and the Public Management Institute – K.U.Leuven.. His research focuses on public sector marketing and the relationship between media and politics.  E-mail:
4.2 The Finnish Case –
Strategic Positioning of a Niche Party: the Swedish People’s Party
Dr Susanne Jungerstam-Mulders is Research Manager at the Department of Social Welfare and Health Care at the Novia University of Applied Sciences, Vasa, Finland. Her research focuses on a variety of themes realted to party politics, political systems and welfare policy issues. Her e-mail adress is
4.3 Market positions of Polish political parties in 2007 Wojciech Opioła  is a PhD candidate at the University of Opole, Poland, email
and Arleta Opioła is a Master of Arts in Journalism at the University of Opole, Poland. Email:
From the ”old” to the ”new” Moderates: A Swedish case-study
Jesper Strömbäck is professor in Media and Communication and Lubbe Nordström Professor and Chair in Journalism at Mid Sweden University, where he is also research director at the Centre for Political Communication Research. His most recent books are Handbook of Election News Coverage Around the world (Routledge, 2008), co-edited with Lynda Lee Kaid, and Communicating Politics: Political Communication in the Nordic Countries (Nordicom, 2008), co-edited with Mark Ørsten and Toril Aalberg. Website:, E-mail:
5.2 The Hungarian Socialist Party Winning the Youth Balázs Kiss is the director of the Centre for Political Communications Research at the Institute for Political Sciences of the Hungarian Academy of Sciences. He also teaches political communications studies at the Eötvös Loránd University, Budapest, Hungary. Email address:
Political Marketing Strategy of Hillary Clinton in the 2008 Iowa and New Hampshire Primaries
Daria Gorbounova holds Bachelor’s Degree with a double major in Political Science and French from the University of Auckland, New Zealand. She was a 2007-2008 Summer Scholar in Global Political Marketing for Dr. Jennifer Lees-Marshment, researching political marketing in the 2008 United States Presidential Election, with a particular focus on Hillary Clinton. Her email address is and Jennifer Lees-Marshment, email
5.4 Branded American Politics Kenneth M. Cosgrove is Assistant Professor of Government and Director of Graduate Studies (Political Science) at Suffolk University in Boston, MA USA. His research interests focus on political marketing and its role in American Politics. His email address is
Segmentation and brand development: an African perspective
Kobby Mensah is a PhD candidate at the University of Sheffield, UK. His research is on the “Forms and Strategies in Political Branding.” Kobby is an Associate member of the Chartered Institute of Marketing (CIM), UK. Email:
From Database to Relationship Marketing – A case study of Fidesz
Zsuzsanna Mihályffy is Research Fellow at the Hungarian Academy of Sciences, Institute for Political Science, and PhD Candidate at Eötvös University Budapest. Her research focuses on campaign communication in Hungary; email
Case study 5.7
To Thine Own Self Be True:
Branding, Authenticity & Political Leadership – the Case of Don Brash
Jon Johansson  is Lecturer in Comparative Politics at Victoria University of Wellington. His research focuses on political leadership and political psychology, as well as his own domestic politics in New Zealand. E-mail:
Case study 5.8
ACT New Zealand and branding
Dr. Chris Rudd is a senior lecturer in the Department of Politics at the University of Otago. He is co-author of The Politics and Government of New Zealand (2004) and co-editor of Sovereignty under Siege? (2005),  Political Communications in New Zealand (2004), The Political Economy of New Zealand (1997) and State and Economy in New Zealand (1993), email and Geoffrey Miller, Postgraduate student, Department of Politics, University of Otago, Box 56, Dunedin, New Zealand
Case study 6.1
Examples of internal blockage to market-oriented strategy: The UK Conservatives 1997-2001
Jennifer Lees-Marshment, Senior Lecturer at Auckland University, email
The problems of implementing a medium/long term planning for political parties in Spain
Juan I. Marcos Lekuona is consultant on Governance/Management Systems and  Professor  ef Political Marketing in the IDEC of the Pompeu Fabra University (Barcelona/Spain) and of Leadership Development in the University of Deusto (Bilbao y San Sebastian / Spain). His research and professional practice focuses on gobernance and political management. He is author of “Marketing Político:La Campaña Permanente” (2.002), “Planes y Proyectos Políticos/ Planes y Proyectos Estratégicos. Más sobre estrategias para el Mantenimiento/desarrollo de la Mayoria Electoral” (2.004)  “Del Marketing Político a la Gobernanza Eficaz” (2.008). E-mail:
Resisting Marketing: The Case of the British Labour Party under Blair
Robin T. Pettitt is Lecturer in Comparative Politics at Kingston University – London. His research focuses on the role of party members and the impact of the political and media environment on the internal life of political parties. E-mail:
Wasted on the young: Marketing membership efforts by Plaid Cymru
Sue Granik is a UK Chartered Marketer and visiting lecturer in Human Resource Management at Birkbeck College, University of London, and the University of Westminster. At the time of her research she was under the age of 35. Email
Image Supremacy? Lifting the Veil in Belgium
Philippe De Vries lectures Political Marketing in the masters program in Political Communication at the University of Antwerp, Belgium. His research focuses on aspect of Candidate Image and Political Personality. E-mail:
Christ’l De Landtsheer is director of the Political Communication Research Unit at the University of Antwerp, Belgium. She teaches several courses in the masters program in Political Communication. Her research focuses on psychological, technological, and linguistical aspects of political communication. E-mail:
Soetkin Kesteloot is a PhD student at the University of Ghent, Belgium. Her research focuses on the political marketing of Belgian political parties. E-mail:
Czech Republic: Social Democrats Strike Back
Alexander Braun, MA. Director of European Political Operations at Penn, Schoen and Berland Associates, specializes in polling and creating strategies for international political campaigns. He has worked on high-level international political clients including leading parties and candidates in Britain, Estonia, Czech Republic, Slovakia, Thailand, Indonesia or Philippines. He has also provided strategic communication advice for large corporate corporations such as Microsoft, Procter and Gamble, and MSNBC; e-mail
Anna Matuskova is currently a visiting researcher at Columbia University, New York (awarded with Fulbright scholarship). As the doctoral candidate in Political Science at the Masaryk University in Czech Republic, she specialise in the fields of political marketing, electoral strategies, political campaigning, and functions of political parties. As part of the doctoral study is to teach, she gives a course on Theory of Political Marketing and recently, a course about Election 2006, Electoral Marketing in the Czech Republic. She gained a grant for the development of political marketing from the Department of Education, e-mail
UK MPs and the Marketing of their Websites
Nigel A. Jackson, lecturer at Plymouth Business School, University of Plymouth.  Co-author of The marketing of political parties: political marketing at the 2005 British general election.  His research focuses on the impact of the Internet on political communication, and political PR.  Email:
ACT New Zealand Party and the limits of technological marketing
Gavin Middleton was Communications Manager for the ACT New Zealand political party from 2000 until 2007; e-mail
Local political marketing: connecting UK politicians and voters
Darren G Lilleker is Senior Lecturer in political communication and Director of Research for the Centre of Public Communication in the Media School, Bournemouth University. He has previously published on left-wing activism, political communication and political marketing in the UK and is currently researching interactive political communication via Web 2.0. Email:
Canadian constituency campaigns
Alex Marland is an Assistant Professor of Political Science at Memorial University (, St. John’s, Newfoundland, Canada. He researches and teaches Canadian politics, electioneering, and political communications; email
Market-orientated political advertising in the 2005 New Zealand election
At time of writing Claire Robinson was Head of the Institute of Communication Design and Associate Pro Vice-Chancellor of the College of Creative Arts at Massey University, New Zealand. Her research interests include political marketing and political communication, with specific emphasis on the visual communication of political messages. Email:
Terminating Politics as We Know It: The Political Marketing Case of the ‘Governator’
David McCuan, Ph.D., Associate Professor, Sonoma State University, studies California politics, electoral behaviour including campaigns and elections, and teaches courses in American politics.  He is currently working on a book on the first political consultants in the United States, Whitaker and Baxter; email .
Unpredictable influences threaten government re-election: The Effect Of Situational Factors On The Results Of Recent Elections In Turkey
Umit Alniacik is a PhD candidate at Gebze Institute of Technology, Turkey, email:
Delivering in Greece: A Threat or an Opportunity for Democracy?
Iordanis Kotzaivazoglou is a visiting lecturer in Advertising and Communication at the Department of Advertising and Operations Management of the University of Macedonia, the Department of Marketing of the Technological Institutes of Thessaloniki and the Department of Business Administration of the Technological Institutes of Serres, Greece. His research interest focuses on professionalization of political communication, modern campaigning and social aspects of advertising dealing with stereotypes, e-mail: Zotos is Professor of Marketing at the School of Economics, Department of Business Administration of Aristotle University of Thessaloniki (Greece). His research interests are focused on social aspects of advertising dealing with stereotypes, and the cross-country comparisons on perception and attitude formation. He has published articles, among others in the following journals: European Journal of Marketing, Journal of Business Ethics, Psychological Reports, Journal of Current Issues and Advertising Research, and Journal of Retail and Distribution Management, E-mail:
When politics becomes contractual: a case from Denmark
Jens Jonatan Steen is Master of Political Administration, Roskilde University, Denmark. His main research area is political pledges and contractual politics. He is Chief Editor of the Political Journal Vision and President of the Danish Think Tank Cevea, e-mail is:
After Blair…The Challenge Of Communicating Brown’s Brand Of Labour
Jenny Lloyd is a Senior Lecturer at the University of the West of England, Bristol, England.  The primary focus of her research is the interaction between political consumers and political brands, email
Top Down or Bottom Up?
Dennis W. Johnson is Professor of political management at the George Washington University Graduate School of Political Management.  He is author of No Place for Amateurs:  How Political Consultants are Reshaping American Democracy, 2nd ed. (2007) and editor of the Routledge Handbook of Political Management (2008). His email is
Learning from the Master:
the Impact of New Labour on Political Parties in Denmark
Robin T. Pettitt is Lecturer in Comparative Politics at Kingston University – London. His research focuses on the role of party members and the impact of the political and media environment on the internal life of political parties. E-mail:
International political product marketing
Jamie Turner is a student at the University of Auckland, and a tutor in the Department of Political Studies. He is studying towards an LLB(Hons)/BA with double majors in Political Studies and Economics. His email address is
Political Marketing in the Rise and Fall of Taiwan’s New Party
Dafydd J. Fell is Senior Lecturer in Taiwan Studies at the Department of Political Studies of the School of Oriental and African Studies (SOAS), University of London. He has published numerous articles on political parties and electioneering in Taiwan. His first book was Party Politics in Taiwan (Routledge, 2005). In 2006 he co-edited What has Changed? Taiwan’s KMT and DPP Eras in Comparative Perspective (Harrassowitz). In 2008 he edited a four volume reference collection titled Politics of Modern Taiwan (Routledge). Email:
Ideology matters: How political marketing influences the preparation process of election campaigns at Germany’s federal state level
Melanie Diermann, scientific assistant (Chair for the political system of Germany and modern state theories), Institute for Political Science, NRW School of Governance, University Duisburg-Essen, Germany. Email:
How Are Macedonian Parties Orientated?
Gordica Karanfilovska MA, is a PhD candidate at the Institute for Legal and Political Sciences of the Faculty of Law “Iustinianus Primus” at Ss. Cyril and Methodius University, Republic of Macedonia. Her research focus is on Political Marketing and Political Communication, Public relations, Election campaigns and Product design in Political Marketing. Email:
The ‘Party of Power’ in Russian Politics
Derek S. Hutcheson is Head of Subject in European Studies in the UCD School of Politics and International Relations, University College Dublin, Ireland.  His research focuses on electoral politics in the post-communist region. His e-mail address is
Ideology, political marketing and the 2005 UK election
Heather Savigny is a lecturer in Politics at the University of East Anglia.  She is co-convenor of the PSA’s Media and Politics Specialist Group and has just recently completed her first monograph ‘The Problem of Political Marketing’; email 
Political Marking in the 2006 Canadian Federal Election: Delivering citizen or party needs and wants?
Daniel J. Paré is an Associate Professor in the Department of Communication, University of Ottawa, Canada. His research focuses on socio-economic and policy issues arising from innovations in information and communication technologies.  He is the author of Internet Governance in Transition: Who is the Master of this Domain, and editor of the Global Media Journal-Canadian Edition. Email:
Political Marketing, democracy and terrorism: Ireland highlights the dangers.
Sean McGough is Director of International Affairs at the Cuu Long Securities Corporation, HCMC, Vietnam, email