Edited by Jennifer Lees-Marshment

New paper back version out in March 2015

The Routledge Handbook of Political Marketing offers cutting edge fresh perspectives on how politicians, parties and governments can use political marketing to develop a more productive relationship with the public. The handbook explores a range of market research methods, including polling, focus groups, segmentation, voter selection and targeting, but also deliberation and co-creation; market-orientation, niche marketing and political branding; relationship marketing and direct marketing to members and volunteers, marketing fundraising, and the role of party officials in political marketing; the branding and positioning of candidates, populist marketing, election marketing
communication,  interactive leaders, political public relations and online marketing; and delivering in government, government public opinion  research, marketing by interest groups, branding public policy and making space for leadership. Written by leading and emerging scholars around the world, each chapter presents new research, and offers advice for practitioners, each chapter discusses the impact on politics and democracy, and comments on the way forward for research or practice. This provides a flagship work in the field that will not only produce an accessible introduction to the field but will set the direction of research in the years to come.

List of contents

List of contributors

Publication date

The Handbook was first published in hardback 2012; and paperback in 2015.

Purchasing information

Paperback version – https://www.routledge.com/Routledge-Handbook-of-Political-Marketing/Lees-Marshment/p/book/9780415579933

Hardback – https://www.routledge.com/Routledge-Handbook-of-Political-Marketing/Lees-Marshment/p/book/9781138908765