Winning Elections with Political Marketing

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• ISBN: 978-0-7890-3369-7
• Binding: Hardback (also available in Paperback)
• Published by: Routledge
• Publication Date: 14th June 2006
• Pages: 260

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About the Book

Find out the real impact political marketing has on the democratic process

Winning Elections with Political Marketing is a unique look at the election process on both sides of the Atlantic, providing rare insight into how modern political communication and marketing strategies are used in the United States and the United Kingdom. The leading political researchers present a cross-section of their latest findings, augmented with easy-to-read tables, charts, and figures, and reinforced with extensive references and bibliographies. The book addresses the key issues that define the interplay between political marketing and the electorate in both countries, including advertising, research methods and cross-cultural research results, political choice behavior, imagery management, the integration of business and social science theory, and the impact of political marketing on democracy.

While the national election cycles of the two countries may be fundamentally different, their election processes share one thing in common-a trend toward “permanent campaigning” through embedded marketing tactics that’s becoming standard practice in the United States and the United Kingdom. Winning Elections with Political Marketing examines the theoretical underpinnings of policy development, the characteristics of a successful political candidate, political marketing from the perspective of the voters, campaign finance regulations, and the effects of technological changes on political communication.

Winning Elections with Political Marketing looks at:

• The Political Triangle
  
• determining market intelligence
  
• class, rhetoric, and candidate portrayal
  
• voter perceptions
  
• the role of President as party leader
  
• lobbying
  
• constituent communication
  
• voter behavior
  
• grass roots campaigns
  
• political consulting
  
• the Internet and e-newsletters
  
• the advantages of public funding
  
• and a study of the United States presidential primaries from 1976 to 2004

Winning Elections with Political Marketing is an essential resource for political practitioners, researchers, and scholars, candidates seeking political office, lobbyists, political action groups, public relations professionals, journalists, fundraisers, advertising specialists, and anyone with an interest in the political process.

Table of Contents

• About the Editors
  
• Contributors
  
• Introduction. Political Marketing As Elections Approach in the United States and the United Kingdom (Philip John Davies and Bruce I. Newman)
  
• SECTION I: MARKET CONTEXTS AND DEVELOPING POLICY
  
• Chapter 1. Voter Research and Market Positioning: Triangulation and Its Implications for Policy Development (Robert M. Worcester and Paul R. Baines)
  
• Introduction
  
• Market Positioning: Policy and Message Dissemination
  
• The Morris Concept of Triangulation
  
• The Worcester Concept of Triangulation
  
• Building the Model: The Political Triangle
  
• Leader and Party Image
  
• Managerial Implications and Further Research
  
• Conclusion
  
• Chapter 2. Mapping a Market Orientation: Can We Detect Political Marketing Only Through the Lens of Hindsight? (Darren G. Lilleker and Ralph Negrine)
  
• Introduction
  
• Methodology
  
• What Is a Political Market Orientation?
  
• Measuring Political Marketing
  
• Identifying a Market Orientation
  
• SECTION II: POLITICAL MARKETING FOR ELITES AND MASSES
  
• Chapter 3. Not As Rich As You Think: Class, Rhetoric, and Candidate Portrayal During National Elections in the United States and the United Kingdom (Robert Busby)
  
• Framework
  
• Margaret Thatcher
  
• John Major
  
• Tony Blair
  
• Playing the Victim: America’s Presidential Election, 1992
  
• George W. Bush: A Regular Guy?
  
• The Democrats
  
• Howard Dean
  
• John Kerry
  
• John Edwards
  
• Conclusions
  
• Chapter 4. Marketing Parties in a Candidate-Centered Polity: The Republican Party and George W. Bush (Peter N. Ubertaccio)
  
• Presidential Party Leadership
  
• George W. Bush and Republican Party Leadership
  
• The Prospects for Marketing Parties in the Twenty-First Century
  
• Chapter 5. Grass Roots Lobbying: Marketing Politics and Policy “Beyond the Beltway” (Conor McGrath)
  
• Introduction: Grass Roots Lobbying
  
• Grass Roots Campaigns and Political Marketing
  
• Grass Roots Lobbying: The Electoral Connection
  
• Quantity and Quality
  
• Techniques in Grass Roots Lobbying
  
• Grass Tops Campaigns
  
• Conclusion
  
• Chapter 6. Political Consulting and the Market: Who Lobbies for the Poor? (Gary Wasserman)
  
• Mobilizing Skills for Nontraditional Clients
  
• Going Beyond the Client Base to Use the Media
  
• Incentives for Going Beyond the Well-Paying Client
  
• Foundations Ought to Be Interested, but They’re Not
  
• Obstacles to Public Service Consulting Outside and Inside the Profession
  
• Lessons Learned, All Too Slowly
  
• SECTION III: POLITICAL DEVELOPMENTS AND THE CONTEXTS FOR MARKETING
  
• Chapter 7. Political Parties, Their E-Newsletters, and Subscribers: “One Night Stand” or a “Marriage Made in Heaven”? (Nigel Jackson)
  
• The Use of E-Mail and E-Newsletters in Political Campaigning
  
• Relationship Marketing
  
• Methodology
  
• Fieldwork
  
• Conclusion
  
• Chapter 8. First Hurdles: The Evolution of the Pre-Primary and Primary Stages of American Presidential Elections (Dennis W. Johnson)
  
• Running for President
  
• The Candidates
  
• Pre-Primary Stage
  
• The Primaries
  
• Conclusion
  
• Appendix: Official Candidates for Presidency—Republican, Democratic, and Principal Third Party
  
• Chapter 9. Running Clean in the American States: Experience with Public Funding of Elections (Carl W. Stenberg)
  
• Basic Features of Public Financing Systems
  
• The Case for—and Against—Public Financing
  
• State Experiences with “Running Clean”
  
• Looking Ahead
  
• Index
  
• Reference Notes Inclu

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