This book shows how British politics is being transformed from a leadership-run system to one dictated by public needs and demands. No longer confined to party politics, organisations including the monarchy, the BBC, universities, local councils, charities and the Scottish Parliament are adopting the tools of market intelligence to understand their market needs and demands.

The political marketing revolution raises many questions and calls for a debate about the movement of the British political system towards a market-orientation and a re-negotiation of the relationship between leaders and the market. Whilst recognising the need for political leaders to listen, this debate places some responsibilities on the political consumer, looking to create a new relationship that might work more effectively for both sides.

Review comments: ‘It’s clarity and energy certainly align with real factors in the way politics is now conducted and perceived.’ (Parliamentary Affairs 52/2)

The political marketing revolution was published by Manchester University Press in September 2004. See

1. Political marketing and the rise of the political consumer
2. Marketing representation: Parties and elections
3. Marketing the monarchy
4. Marketing the media: The case of the BBC
5. Marketing charities
6. Marketing health
7. Marketing university education
8. Marketing Parliament: Westminster and the Scottish Parliament
9. Local government marketing
10. The Political Marketing Revolution