1          Introduction: Political marketing in the 21st century by Jennifer Lees-Marshment (Auckland, New Zealand)

 

Section A Understanding the Market, Gathering Ideas and Debate

2          The Role of Opinion Research in Setting Campaign Strategy by Alexander Braun (PSB associates New York, US)

3          Political Marketing and Segmentation in Aging Democracies by Scott Davidson (De Montfort University, UK) & Robert H. Binstock (Case Western Reserve University, US)

4          Strategic Voter Selection by Michael John Burton (Ohio University, US)

5          Government Public Opinion Research and Consultation: Experiences in deliberative marketing by Mathias König & Wolfgang König (Universität Koblenz-Landau, Campus Landau, Germany).

6          Co-creating the Future by Roy Langmaid (Langmaid Practice, UK)

Section B Product Development, Branding and Strategy

7          Political Party Market Orientation in a Global Perspective by Jesper Strömbäck  (Mid-Sweden University, Sweden) Jennifer Lees-Marshment (University of Auckland, New Zealand), & Chris Rudd (University of Otago, New Zealand)

8          Niche Marketing the Greens in Canada and Scotland by Susan Harada & Helen Morris (Carleton University, Canada)

9          Political Branding in the Modern Age – Effective Strategies, Tools & Techniques by Kenneth M. Cosgrove (Suffolk University, US)

10        The Politics of Hope: The Democratic Party and the Institutionalization of the Obama Brand in the 2010 Mid-term Elections by Brian Matthew Conley (Suffolk University, US)

Section C Internal Marketing

11        Internal Party Political Relationship Marketing: encouraging activism amongst local party members by Robin T. Pettitt (Kingston University, London, UK)

12        Party Members as Part-time Marketers: using relationship marketing to demonstrate the importance of rank-and-file party members in election campaigns by Peter Van Aelst (University of Antwerp, Belgium), Joop van Holsteyn (Leiden University, The Netherlands) & Ruud Koole (Leiden University, The Netherlands) 

13        Yes We Can (fundraise): The ethics of marketing in political fundraising by Alex Marland (Memorial University, Canada)

14        Political Parties and Direct Marketing: connecting voters and candidates more effectively by Peter N. Ubertaccio (The Martin Institute at Stonehill College, US)

15        The Party Official as Political Marketer: the Australian experience by Stephen Mills (University of Sydney)

Section  D Communicating and Connecting with the Public

16        Campaigning in the Twenty-first Century: Change and Continuity in American Political Marketing by Dennis W. Johnson (The George Washington University, US)

17        Selling Sarah Palin: political marketing and the ‘Wal-Mart Mom’ by Robert Busby (Liverpool Hope University)

18        Populism as Political Marketing Technique by Georg Winder & Jens Tenscher (University of Innsbruck, Austria)

19        Something Old, Something New? Modelling political communication in the 2010 UK general election by Jenny Lloyd (UWE, UK)

20        Interacting Leaders by Claire Robinson (Massey University, New Zealand)

21        Underused Campaigning Tools: political public relations by Nigel A. Jackson (University of Plymouth, UK)

22        Political Marketing in an Online Election Environment: short term sales or long-term relationships? by Nigel A. Jackson, (University of Plymouth, UK), Darren G. Lilleker (University of Bournemouth, UK) & Eva Schweitzer (Johannes
Gutenberg-Universitä, Germany)

Section  E Government Marketing – delivery, policy and leadership

23        Delivering in Government and Getting Results in Minorities and Coalitions by Anna Esselment (University of Waterloo, Canada)

24        Advocacy Coalitions Strategies: Tensions about Legitimacy in Environmental Causes by Émilie Foster (Université Laval, Canada), Raymond Hudon (Université Laval, Canada) & Stéphanie Yates (Université du Québec a’ Montreal, Canada)

25        Branding Public Policy by David Marsh (Australian National University, Australia) & Paul Fawcett (University of Sydney, Australia)

26        The Use of Public Opinion Research by Government: Insights from American and Canadian Research by Lisa Birch & Francois Petry (Laval University, Quebec City, Canada)

27        Making Space for Leadership: the scope for politicians to choose how they respond to market research by Jennifer Lees-Marshment (Auckland, New Zealand)

28        Conclusion: New directions in political marketing practice, political marketing and democracy and future trends by Jennifer Lees-Marshment (Auckland, New Zealand)