Political Marketing: Theory and Concepts
Publication Year: 2013
Political Marketing: Theories and Concepts provides students with a valuable and critical understanding of how political parties use marketing to attain their aims. Unlike other textbooks, this text explicitly focuses on the theoretical underpinnings and cutting edge concepts used by political parties, allowing students to gain key insights into how they win elections and remain in power. With an engaging and thought provoking topic selection, these field-leading authors have ensured that this often complex and theoretically advanced topic is clearly accessible for a student audience and novice researchers.
Key features of each chapter include:
Short chapter introduction and learning summaries; Discussion questions to share in the classroom; Annotated suggestions for further reading; Lists of key terms to consider
This text is essential reading for advanced undergraduate and postgraduate ...
- Front Matter
- Subject Index
- Defining Political Marketing
- Theories and Concepts in Political Marketing
- The Triadic Interaction Model of Political Exchange
- Critical Perspectives on Political Marketing
- Political Marketing and Theories of Democracy
- The Ethics of Political Marketing
Part 2: Conceptual Issues in Political Marketing
© Robert P. Ormrod, Stephan C. Henneberg and Nicholas J. O'Shaughnessy 2013
First published 2013
Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act, 1988, this publication may be reproduced, stored or transmitted in any form, or by any means, only with the prior permission in writing of the publishers, or in the case of reprographic reproduction, in accordance with the terms of licences issued by the Copyright Licensing Agency. Enquiries concerning reproduction outside those terms should be sent to the publishers.
Library of Congress Control Number: 2012950033
British Library Cataloguing in Publication data
A catalogue record for this book is available from the British Library
ISBN 978-0-85702-581-4 (pbk)
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This book is dedicated to our parents
Paul and Linda Ormrod
Manfred and Ursula Henneberg
John and Marjorie O'Shaughnessy[Page vi]
About the Authors
“Wars begin when you will, but they do not end when you please”
Niccolò Machiavelli, History of Florence, 1521–1525
I commend this excellent book from Robert Ormrod, Stephan Henneberg and Nicholas O'Shaughnessy to you from three of the leading figures in Political Marketing Research. It is timely and sums up much of the core work in the area and suggests a more contemporary interactionalist approach and proposes some stimulating new questions and directions for the discipline. The impact on modern democracy is a critical factor which is explored well in this book and is often the most challenging one to address in our age of social marketing media, internationalisation and interactive technology development.
How do we engage voters and actively involve them in the democratic process, or is it inevitable that tactics will be used to turn off citizens from casting their vote so that the opposition can win? Removal of migrants from electoral rolls to ensure the traditional candidate is elected was a tactic in the US Presidential Election which did not work as well as some Republicans wanted. Whilst the unleashing of massive smears and innuendo against the Liberal Democrats in the press ahead of the Eastleigh bye-election in the United Kingdom in February 2013 did not change the end result, it damaged democracy and alienated many from believing the traditional media in the United Kingdom. We have seen it before, in 1996. I was called as an expert witness in the Hannifin Divorce Referendum Appeal Case in the Irish High Court in Ireland on the effectiveness of political advertising, which stimulated a growing interest in the effective measurement of campaigning as a result of the High Court Judge's ruling, that advertising/political marketing could not influence voters.
We have come a long way as result of quality work from such figures as Bruce Newman, Dennis Johnson, Phillipe Mareek, Paul Baines, Jennifer Lees-Marshment and countless others and have an established discipline of political marketing, which has a growing movement of scholars from across the management, communications and political science disciplines in addition to marketers researching. Political marketing as a concept and [Page x]practice has its early origins in the United States and was first regularly used as a territorial definition within marketing by Kelley (1956). Researchers have subsequently argued that it was first seen as an applied concept in the 1950s and 1960s in the United States while others have seen its early origins as being at the beginning of the twentieth century. It is broadly seen to include both political campaigns for elections and referenda and more covert campaigning in support of lobbying, pressure groups and public affairs work, and in particular modern interest and issue group campaigning. As a result, much work in this area cuts across traditional academic boundaries and lies both within the management and marketing domains as well as politics and international business, and is often seen as a core component of corporate competitiveness and strategy. It very often challenges the boundaries of democracy.
This book helps address those key questions of how we engage voters and citizens in running their lives and democracy. I commend it to you., Series Editor, Advanced Marketing Series, Westminster Professor of Marketing and Public Affairs, Centre for Corporate and Public Affairs Research, University of Chester, England, UK