Author Description

With The Obama Campaign Universally Acknowledged As The Most Successfully Marketed Presidential Campaign Of All Time, The Future Of Political Marketing Is Fiercely Contested, Provoking A Wealth Of High Quality Scholarship From Across The Globe. This Work Provides An Accessible Introduction To The Field, International In Both Content And Authorship, Which Will Set The Direction Of Future Research. This Book Contains Cutting Edge Contributions Written By Academic Experts And Informed Practitioners But Will Also Have A Cohesive Structure, Containing Emerging Areas And Authors Alongside Established Ones. The Handbook Addresses The Practicalities As Well As The Broader Impact Of Political Marketing On Politics Including Its' Role In The Changing Relationship Between Political Leaders, Parties And Voters. Introduction: Political Marketing In The 21st Century / By Jennifer Lees-marshment -- Section A. Understanding The Market, Gathering Ideas And Debate -- Section B. Product Development, Branding And Strategy -- Section C. Internal Marketing -- Section D. Communicating And Connecting With The Public -- Section E. Government Marketing: Delivery, Policy And Leadership -- Conclusion: New Directions In Political Marketing Practice, Political Marketing And Democracy And Future Trends / By Jennifer Lees-marshment. Edited By Jennifer Lees-marshment. Includes Bibliographical References And Index.