| Résumé : |
Political Marketing: Principles and Applications, second edition is a substantially revised version of the first textbook in the field. The book introduces students to how candidates, parties, elected officials and governments around the world utilise marketing concepts and tools to win elections and remain in office. It seeks to explain what political marketing is, show how it is used in practice and encourage reflection on how it should be used in the future. Being research led, two-thirds of the text has been rewritten for the second edition to integrate new research published between 2009 and mid-2013, and to reflect the more relational long-term approach to political marketing that we have seen emerging in practice and research. Drawing on the latest theoretical work and providing the broadest collation of international political marketing research available, this book: digests and explains academic theory but also illustrates them with examples from around the world; provides new peer-reviewed, carefully selected Case Studies and expanded Practitioner Perspectives; and lists expanded and updated discussion points for tutors to use, and both applied and traditional assessment questions. For the first time, in its second edition, the book: dedicates a whole chapter to political branding and delivery marketing; expands the discussion of political public relations and adds material on new areas, such as crisis management and creating volunteer-friendly organisations; covers new research on emerging practice, such as interactive and responsive leadership communication, mobile marketing, co-creation market research, experimental and analytic marketing, celebrity marketing and integrated marketing communications; integrates examples of every aspect of marketing within a government context into each chapter; includes more examples of political marketing at lower levels of government, including mayors and state/local candidates, and marketing by minor parties and minority governments; focuses discussion on democracy in the final chapter through an in-depth exploration of the implications of political marketing for leadership, citizenship, participation, representation, policy and ethics; and features Practitioner Profiles and Best-Practice Guides for practitioners and students wishing to practice political marketing, along with Authors' Corners, in which scholars summarise their books. The book is supported by an online resource site, www.political-marketing.org/, which is annually updated with new academic literature, audiovisual links and websites that provide further reading and links to clips for use in teaching political marketing. Written by a leading expert in the field, it is essential reading for all students of political marketing, parties and elections and comparative politics. |
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