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基本説明
Examines how the theory and practice of marketing has been and can be applied to politics.
Full Description
O'Shaughnessy, Henneberg, and their contributors examine how the theory and practice of marketing has been and can be applied to politics. Particular attention was paid to the theory of political marketing, with conceptual definitions developed to better facilitate communication between marketing professionals and political science researchers.
Political marketing is about the making and unmaking of governments in a democracy. Despite its growing importance, the marketing academic profession has shown very little interest in the political ramificaitons of their discipline, while political scientists often come to political marketing with the view that it is cosmetic, if not trivial. O'Shaughnessy, Henneberg, and their contributors examine how the theory and practice of marketing has been and can be applied to politics.
As they show, elections are a persuasion task writ large, most especially with the demise of inherited class loyalties. Following elections, governments can employ marketing techniques to build support for their actions, while opposition parties can press the government and its supporters through similar marketing approaches. Of particular interest to scholars, researchers, and policy makers involved with politics, political communication, and the making of public policy.
Contents
Introduction Considerations on Market Analysis for Political Parties by Patrick Butler and Neil Collins Social-Psychological, Economic and Marketing Models of Voting Behavior Compared by John Bartle and Dylan Griffiths Market Analogies: The Marketing of Labor and the Origins of New Labor by John Bartle Kirchheimer's Catch-All Party: A Re-Interpretation in Marketing Terms by Stefan Eghbalian and Stefan Henneberg Understanding Political Marketing by Stefan Henneberg Conceptualizing Political Marketing: A Framework for Election Campaign Analysis by Dominic Wring Political Marketing and the Aestheticization of Politics: Modern Politics and Post-Modern Trends by Barrie Axford and Richard Huggins The Marketing of Political Marketing by Nicholas O'Shaughnessy
