Political marketing: hindering or helping the relationship between government and citizen? 

organised by Jennifer Lees-Marshment 

60th Political Studies Association Annual Conference 29 March – 1 April 2010 Edinburgh, UK 

Political marketing is a growing subject within political studies and offers different perspectives on old questions of how parties win elections, how politicians should lead or follow public opinion, the nature of engagement between citizen and state, and the link between theory and practice. The PSA Political marketing group ran a linked session workshop including 8 panels. Topics include party strategy, marketing communications, and engagement and included a roundtable and an academic-practitioner panels. Participants came from several countries including New Zealand, US, England, Scotland, Canada, Spain, Macedonia, the Czech Republic, Malaysia and New Zealand. The event enabled many scholars from around the world to meet for the first time, enabling not just quality discussion at the conference but generating new networks and publications. 

Session 1 (Tuesday 30 March, 11:00 – 12:30) Political marketing and the UK 2010 election: roundtable  

Chair Jennifer Lees-Marshment 

Darren Lilleker, Jenny Lloyd and Nigel Jackson 

Session 2 (Tuesday 30 March, 14:00 – 15:30) Political marketing in practice: the perspective of practitioners  

Chair: Jenny Lloyd 

The Political Marketing Game: is it possible to reconcile pragmatism with principle? by Jennifer Lees-Marshment (University of Auckland) j.lees-marshment@auckland.ac.nz which will present a 

Political consulting in the Czech Republic Anna Matuskova, Barbora Petrova (Masaryk University Brno, Czech Republic) amatuskova@gmail.com and petrova@fss.muni.cz. This paper is reporting on 

Practitioner response: Mark Gill Director Woodnewton Associates mark@woodnewton.eu and Roger Mortimore Director of Political Analysis Ipsos MORI Social Research Institute roger.mortimore@ipsos-mori.com 

Session 3 (Tuesday 30 March, 16:00 – 17:30) The voter in political marketing  

Chair Jenny Lloyd  

Giving voters what they want?  Party orientation perceptions and preferences in the British electorate Robert Johns (University of Strathclyde) & Heinz Brandenburg (University of Aberdeen) h.brandenburg@abdn.ac.uk and robert.johns@strath.ac.uk 

Peering through the SMOG: Adult Literacy in the UK and its Potential Impact Upon Political Marketing Communication Strategy and Content Dr Jenny Lloyd (University of the West of England) Jenny.Lloyd@uwe.ac.uk 

Lessons from political psychology: How political psychology insights can reinforce political marketing theory Philippe De Vries – Christ’l De Landtsheer (University of Antwerp) philippe.devries@ua.ac.be

Session 4 (Wednesday 31 March, 09.00 – 10:30) Comparative party marketing strategy  

Chair: Darren Lilleker 

Political Marketing Globalised but contextualized: results from a comparative political marketing study Jennifer Lees-Marshment (Auckland University), Jesper
Stromback (Mid-Sweden University) and Chris Rudd (Otago University) emails j.lees-marshment@auckland.ac.nz, Jesper.Stromback@miun.se, and chris.rudd@stonebow.otago.ac.nz

Marketing by Canadian Political Parties Alex Marland (Memorial University ) amarland@mun.ca

Political Marketing in the Greek Context: Does Market Orientation Exist? Iordanis Kotzaivazoglou (University of Macedonia) ikotza@jour.auth.gr


Session 5 (Wednesday 31 March, 11.00 – 12:30) US political marketing: candidates and campaigning 

Chair: Jenny Lloyd 

Selling Sarah Palin: political marketing and the ‘Wal-Mart Mom’ Robert Busby (Liverpool Hope University) busbyr@hope.ac.uk

Delivering More: Moving Political Marketing Beyond Electioneering – A Test of When Marketing Meets Governing Under Arnold Schwarzenegger Dave McCuan, (Sonoma State University) Email: david.mccuan@sonoma.edu

Campaigning in the Twenty-first Century.  Dennis W. Johnson (George Washington University) (dwjgspm@gwu.edu


Session 6 (Wednesday 31 March, 14.00 – 15:30) Marketing in new democracies and Asia 

Chair: Jenny Lloyd 

Macedonian presidential election 2009: amateurism or profesional implementation of political marketing? Gordica Karanfilovska (Institute for Legal and Political Sciences of the Faculty of Law “Iustinianus Primus” at Ss. Cyril and Methodius University, Republic of Macedonia) gordicak@yahoo.com

Lesson drawing in political marketing mistakes in Malaysia Khairiah Salwa Mokhtar and Mahmod Sabri Haron  (Universiti Sains Malaysia) khairiah@usm.my; msabri@usm.my 

Discussant, Dennis W. Johnson (George Washington University) dwjgspm@gwu.edu 

Session 7 (Wednesday 31 March, 16.00 – 17:30) Marketing-informed political communication: manipulative sales or responsive relationship-building? 

Chair: Jenny Lloyd 

Manifest market orientation and the achievement of electoral objectives. Claire Robinson (Massey University) C.Robinson@massey.ac.nz

Political marketing communications in Canada Daniel Pare (University of Ottawa) dpar2@uottawa.ca

Political Public Relations: spin, persuasion or reputation building? Nigel Jackson (Plymouth University) nigel.jackson@plymouth.ac.uk


   Session 8 (Thursday 1 April, 09.00 – 10:30) Political marketing: enhancing or eroding engagement? 

Chair: Claire Robinson 

Interactivity: Bringing the public in or the new sales gimmick? Darren G. Lilleker (Bournemouth University) & Nigel Jackson (Plymouth University) DLilleker@bournemouth.ac.uk and nigel.jackson@plymouth.ac.uk

Recruitment, fundraising and interactivity through social media Mark Passera(Edinburgh Napier University)   m.passera@napier.ac.uk 

A methodical way for the party development/revitalizing its local organizations Juan Ignacio (Pompeu Fabra University and University of Deusto, Spain) marcoslekuona@marcoslekuona.net

PMG Curry night