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Global Political Marketing
- 2009. - 1
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Samlingsverk (redaktörskap) (övrigt vetenskapligt/konstnärligt)abstract
- Innehåll: 1. Global Political Marketing by Jennifer Lees-Marshment 2. A Framework for Comparing Political Market-Orientation by Jesper Strömbäck 3. Political Marketing in Germany by Michaela Maier, Jens Tenscher & Kirsten Schüller 4. Political Market-Orientation in a Multi-Party System: The Swedish Case by Jesper Strömbäck 5.New Zealand Political marketing: marketing communication rather than the product? Jennifer Lees-Marshment 6. Australian Political Marketing: Substance backed by style by Andrew Hughes and Stephen Dann 7. Political Marketing in the United States: From Market- Towards Sales-Orientation? Jonathan Knuckey 8. UK Political marketing: a question of leadership? Jennifer Lees-Marshment and Robin Pettitt 9. The Level Of Market-Orientation Of Political Parties In Greece Danis Kotzaivazoglou and Yiorgos Zotos 10. Political Salesmen in Hungary Balázs Kiss and Zsuzsanna Mihályffy 11.The Czech Case: Social Democratic Or Social Market Party? Anna Matušková, Otto Eibl and Alexander Braun 12. Testing the Market Orientated Model of political parties in a non-western context: The case of Taiwan Dafydd Fell and Isabelle Cheng 13. Political Marketing in Ghana Kobby Mensah 14. Political Marketing in a weak democracy: the Peruvian case Pedro Patrón Galindo 15.Political Marketing Techniques in Russia Derek Hutcheson 16. Political market orientation in Japan Masahiko Asano and Bryce Wakefield 17. Implementing and interpreting market orientation in practice: lessons from Britain Roger Mortimore and Mark Gill 18. Political marketing, party behaviour and political science Mick Temple 19. Global Political Marketing: Analysis and Conclusions Jennifer Lees-Marshment, Chris Rudd and Jesper Strömbäck
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- Lees-Marshment, Jennifer, et al.
(författare)
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Globalization of Political Market Orientation? : Results from a Comparative Political Marketing Study
- 2010
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Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
- This paper will present the results from a comparative study of global political marketing to examine why parties are more or less likely to adopt marketing principles and techniques in their campaigns to win support amongst citizens. It will ask whether there are political structural factors that explain variations in marketing strategies between parties, for example incumbency v opposition status. We also examine whether media structures have an impact, for example, private v public ownership. We address these questions in a comparative study of parties across 14 countries. We find that despite an initial expectation that the political system would have a significant impact, this did not turn out to be the case. Additionally, whilst marketing is used in various forms all over the world, when considering all parties regardless of size, the dominant trend is sales-oriented rather than market-oriented. It remains true that major parties have had notable electoral success with market-orientations, but it is not the case that all major parties become market-oriented and stay so. Rather, parties move back and forth between market and sales orientation and it is here that political system variables such as a new leader, incumbency, time in opposition and internal culture, play a causal role. What determines electoral success and responsiveness to citizens therefore is much less amenable to management by marketing consultants and more determined by the party, its elected leader, and voters. Our findings suggest, therefore, that there is no inevitable shift by parties towards a market-orientation - and the extent to which there are examples of such a shift, it is more due to the preferences of voters and party leaders than due to the duplicity of marketing strategists.
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