Routledge Handbook of Political Marketing

Dedication
Contents
List of figures
List of tables
List of contributors
1 Introduction: political marketing in the 21st century • Jennifer Lees-Marshment
Part I: Understanding the market, gathering ideas and debate
	2 The role of opinion research in setting campaign strategy • Alexander Braun
	3 Political marketing and segmentation in aging democracies • Scott Davidson and Robert H. Binstock
	4 Strategic voter selection • Michael John Burton
	5 Government public opinion research and consultation: experiences in deliberative marketing • Mathias König and Wolfgang König
	6 Co-creating the future • Roy Langmaid
Part II: Product development, branding and strategy
	7 Political party market orientation in a global perspective • Jesper Strömbäck, Jennifer Lees-Marshment and Chris Rudd
	8 Niche marketing the Greens in Canada and Scotland • Susan Harada and Helen M. Morris
	9 Political branding in the modern age: effective strategies, tools and techniques • Kenneth M. Cosgrove
	10 The politics of hope: the Democratic Party and the institutionalisation of the Obama brand in the 2010 mid-term • Brian M. Conley
Part III: Internal marketing
	11 Internal party political relationship marketing: encouraging activism amongst local party members • Robin T. Pettitt
	12 Party members as part-time marketers: using relationship marketing to demonstrate the importance of rank-and-file party members in election campaigns • Peter Van Aelst, Joop van Holsteyn and Ruud Koole
	13 Yes we can (fundraise): the ethics of marketing in political fundraising • Alex Marland
	14 Political parties and direct marketing: connecting voters and candidates more effectively • Peter N. Ubertaccio
	15 The party official as political marketer: the Australian experience • Stephen Mills
Part IV: Communicating and connecting with the public
	16 Campaigning in the 21st century: change and continuity in American political marketing 8 Dennis W. Johnson
	17 Selling Sarah Palin: political marketing and the ‘Walmart Mom’ • Robert Busby
	18 Populism as political marketing technique • Georg Winder and Jens Tenscher
	19 Something old, something new?: modelling political communicationin the 2010 UK general election • Jenny Lloyd
	20 Interacting leaders • Claire Robinson
	21 Underused campaigning tools: political public relations • Nigel A. Jackson
	22 Political marketing in an online election environment: short-term sales or long-term relationships? • Nigel A. Jackson, Darren G. Lilleker and Eva Johanna Schweitzer
Part V: Government marketing – delivery, policy and leadership
	23 Delivering in government and getting results in minorities and coalitions • Anna Esselment
	24 Advocacy coalitions strategies: tensions about legitimacy in environmental causes • Émilie Foster, Raymond Hudon and Stéphanie Yates
	25 Branding public policy • David Marsh and Paul Fawcett
	26 The use of public opinion research by government: insights from American and Canadian research • Lisa Birch and François Pétry
	27 Making space for leadership: the scope for politicians to choose how they respond to market research • Jennifer Lees-Marshment
28 Conclusion: new directions in political marketing practice, political marketing and democracy, and future trends • Jennifer Lees-Marshment
Index