Current Issues in Political Marketing

ISBN-13: 9780789024374 / Angielski / Twarda / 2006 / 336 str.

Jr. Walter W. Wymer; Jennifer Lees-Marshment

Opis

Explore the increased need for marketing within the political arena

Current Issues in Political Marketing presents up-to-date theory and research findings from academics working in political science, advertising, and management, and guidance from successful practitioners who know what it takes to make a nonprofit organization stand out in a crowd. The book presents the latest thinking on marketing issues and the consequences of political marketing, including insights into current British politics that can easily be applied to democratic countries. It will help you develop strategies that make effective use of limited resources as nonprofit organizations face greater competition for reduced government funding.

Current Issues in Political Marketing addresses the ethical and practical difficulties in implementing traditional business approaches into the political and public arena. Political parties, the media, universities, local governments, charities, and legislatures are all adopting tools of marketing intelligence to understand their market needs and demands. This unique book examines how to adapt marketing to politics, including which marketing tools and concepts can be successfully transferred, and looks at the advantages--and problems--that political marketing can bring.

Topics examined in Current Issues in Political Marketing include:

• political frames
  
• agenda setting
  
• voter attitude
  
• public-policy marketing
  
• change management
  
• relationship marketing
  
• voter disengagement
  
• party identification
  
• market orientation
  
• product anatomy
  
• branding
  
• segmentation
  
• and much more

Current Issues in Political Marketing is a valuable resource for directors and managers of nonprofit and charitable organizations, and for academics working in nonprofit management and social work.

Spis treści

• Introduction
  
• Political Marketing: The Cause of an Emerging Democratic Deficit in Britain? (Darren G. Lilleker)
  
• Square Peg, Round Hole? Can Marketing-Based Concepts Such as the ’Product’ and the ’Marketing Mix’ Have a Useful Role in the Political Arena? (Jenny Lloyd)
  
• A Conceptual Model of Political Market Orientation (Robert P. Ormrod)
  
• Membership Benefits, Membership Action: Why Incentives for Activism Are What Members Want (Sue Granik)
  
• Vote Winner or a Nuisance: Email and Elected Politicians’ Relationship with Their Constituents (Nigel Jackson)
  
• Electoral Participation and Non-Voter Segmentation (Declan P. Bannon)
  
• Young People’s Attitudes Towards British Political Advertising: Nurturing or Impeding Voter Engagement? (Janine Dermody and Richard Scullion)
  
• Marketing Government Reforms (Dave Gelders and Steven Van De Walle)
  
• Political Marketing Segmentation—The Case of UK Local Government (Patricia Rees and Hanne Gardner)
  
• The Impact of New Technology on the Communication of Parliamentary Information (Rita Marcella, Graeme Baxter, and Nick Moore)
  
• Political Campaign Advertising: Believe It or Not (Aron O’Cass)
  
• An Exploratory Assessment of Voter and Governmental Interface on Pertinent Issues Facing American Children and Youth (Tanuja Singh and Elisa Fredericks)
  
• Marketing Military Service: Benefits Segmentation Based on Generalized and Restricted Exchange (Kimball P. Marshall and Caroline Fisher)
  
• Political Issue Promotion in the Age of 9-11 (Cynthia R. Morton and Jorge Villegas)
  
• Political Opinion Leadership and Electoral Behavior (Aron O’Cass and Anthony Pecotich)
  
• Index
  
• Reference Notes Included
  

O autorze

Jennifer Lees-Marshment, Walter W Wymer Jr