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SAGE Publications
Political Marketing / Edition 1

Political Marketing / Edition 1

by Paul Baines


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The importance and ubiquity of political marketing activities is profound and increasingly recognized, and this timely collection draws together the most influential writings over each phase of its development. Arranged and introduced by a pre-eminent scholar in the field, this comprehensive overview covers micro-level marketing topics such as advertising and market research, as well as more recent strategic marketing techniques such as market positioning and market segmentation. In addition to the canon, there is room to explore the key literature on emerging topics such as ethics and the negative side of political marketing, including, for example, the marketing of terrorist groups.

This three-volume set exists at the crossroads of political communication and marketing, and is an essential resource for libraries with holdings in business and politics.

Product Details

ISBN-13: 9781849207843
Publisher: SAGE Publications
Publication date: 03/14/2011
Series: SAGE Library in Marketing
Edition description: Three-Volume Set
Pages: 1240
Product dimensions: 6.14(w) x 9.21(h) x (d)

About the Author

Paul Baines is Reader in Marketing at Cranfield School of Management and Course Director, MSc Strategic Marketing. Paul is currently Managing Editor, Europe of the Journal of Political Marketing. He is author/ co-author of more than 100 published articles, book chapters and books on marketing issues. Over the last 10 years, Paul’s research has particularly focused on political marketing, public opinion and propaganda. He is a Fellow of the Chartered Institute of Marketing and the Institute of Directors, and a member of the Market Research Society (MRS). He is a Chief Examiner on the MRS Diploma in Market and Social Research Practice. Paul is Director of his own strategic marketing and research consultancy Baines Associates.

Table of Contents

Political Marketing: Structure and process - P. Butler and N. Collins
Political Marketing: Lessons from the mainstream - J. Egan
Overview of Political Candidate Marketing - P. Kotler
Political Marketing-Vive La Difference! - A. Lock and P. Harris
Political Marketing and the Marketing Concept - A. O'Cass
America's Political Market - N.J. O'Shaughnessy
Political Marketing: Lessons for political science - M. Scammell
The Marketing of Political Candidates - A. Shama
Reconciling Marketing with Political Science: Theories of political marketing - D. Wring
A Model of Primary Voting Behavior - B.I. Newman and J.N. Sheth
The Product, Sales and Market-Oriented Party - J. Lees-Marshment
A Critique of the Lees-Marshment Market-Oriented Party Model - R.P. Ormrod
Marketing the Political Product - D.M. Reid
ACORN in the Political Marketplace - D.A. Yorke and S.A. Meehan
Effects of Political Advertising - C. Atkin and G. Heald
Political Advertising: A neglected policy issue in marketing - Michael L. Rothschild
Strategies For Success From the Political Marketers - P.B. Niffenegger
Money, Mail and Markets: Reflections on direct mail in American politics - N. O'Shaughnessy and G. Peele
Political Marketing and Party Development in Britain: A "secret" history - D. Wring
Marketing and Political Campaigning: Mutually exclusive or exclusively mutual? - P.R. Baines and J. Egan
Exploring the Positioning Process in Political Campaigning - P.R. Baines, B.R. Lewis and B. Ingham
Political 'Market' Classification for Strategic Marketing Implications - P. Baines, R. Brennan and J. Egan
The Application of Marketing to British Politics - G. Smith and J. Saunders
The Gender Gap in Voter Attitudes and Behavior: Some advertising implications - B. Newman and B.I. Sheth
The Political Marketing Planning Process: Improving image and message in strategic target areas - P. Baines, B.R. Lewis and P. Harris
Product Attribute-Based Voter Segmentation and Resource-Advantage Theory - P. Baines, R. Worcester, D. Jarrett and R. Mortimore
Market Segmentation and Product Differentiation in Political Campaigns: A technical feature perspective - P.R. Baines, R.M. Worcester, D. Jarrett and R. Mortimore
Building a Political Brand: Ideology or voter-driven strategy - P. Reeves, L. de Chernatony and M. Carrigan
Strategic Political Segmentation: A new approach for a new era of political marketing - I.G. Smith and A. Hirst
Positioning Political Parties: The 2005 UK general election - I.G. Smith
New Labour: A study of the creation, development and demise of a political brand - J. White and L. de Chernatony
Spin Doctoring in British and German Election Campaigns: How the press is being confronted with a new quality of political PR - F. Esser, C. Reinemann and D. Fan
Negative versus Positive Television Advertising in U.S. Presidential Campaigns, 1960-1988 - L.L. Kaid and A. Johnston
Negative Political Advertising: Some empirical findings - S. Merritt
Political Advertising Believability and Information Source Value during Elections - A. O'Cass
Researching Political Markets: Market-oriented or populistic? - P.R. Baines and R.M. Worcester
Negativity in the Evaluation of Political Candidates - J.G. Klein and R. Ahluwalia
Speaking Truth to Power? Pollsters as Campaign Advisors - D. Kavanagh
The Dynamics of Voter Behavior and Influence Processes in Electoral Markets: A consumer behavior perspective - A. O'Cass and A. Pecotich
The Permanent Campaign: The integration of market research techniques in developing strategies in more uncertain political climate - N. Sparrow and J. Turner
Promoting Distrust? A Chronicle of the 2005 British General Election Advertising Campaigns - J. Dermody and S. Hanmer-Lloyd
The Value of Party Election Broadcasts for Electoral Engagement - R. Scullion and Dermody
Long-Term Performance of Political Parties: Towards a competitive resource-based perspective - R. Lynch, P.R. Baines and J. Egan
Research Note: The EU constitution and the British public: what the polls tell us about the campaign that never was - P. Baines and M. Gill
The Political Brand: A consumer perspective - I.G. Smith and A. French
Friends and Relations: Long-term approaches to political campaigning - D. Dean and R. Croft
Political Advertising: Why is it so boring? - M. Scammell and A. Langer
Political Advertising and Information Seeking: Comparing exposure via traditional and internet channels - L.L. Kaid
The Professionalisation of Political Communication - R. Negrine and D. Lilleker
Constructivist Mind: False memory, freedom, and democracy - W. Cwalina and A. Falkowski
Marketing the Political Message: American influences on British practices - P. Baines
The Ethics of Political Marketing Practices: The rhetorical perspective - S. Banker
The Strategy to Market Fine Gael in 1981 - D.M. Farrell
An Investigation into the Relationship between Political Activity Levels and Political Market Orientation - S. Henneberg and R. Ormrod
Machiavellian Marketing: The development of corporate lobbying in the UK - P. Harris and A. Lock
Political Relationship Marketing - S. Henneberg and N. O'Shaughnessy
Interpreting Discourse: A critical discourse analysis of the marketing of an extreme right party - M. Moufahim, M. Humphreys, D. Mitussis and J. Fitchett
The Selling of Terror: The symbolisations and positioning of Jihad - N.J. O'Shaughnessy and P. Baines
The Dark Side of Political Marketing: Islamist propaganda, reversal theory and British Muslims - P. Baines, N.J. O'Shaughnessy, K. Moloney, B. Richards, S. Butler and M. Gill
Towards an Ethical Framework for Political Marketing - N. O'Shaughnessy
The Wisdom of the War Room: US campaigning and Americanisation - M. Scammell
Does the European Union (EU) Need a Propaganda Watchdog like the US Institute of Propaganda Analysis to Strengthen its Democratic Civil Society and Free Markets? - J. Fawkes and K. Moloney
The 'Americanisation' Myth in European Political Markets: A focus on the United Kingdom - P.R. Baines, C. Scheucher and F. Plasser
Template Revolutions: Marketing US regime change in Eastern Europe - G. Sussman and S. Krader
Measuring the Effect of Political Advertising and the Case of the 1995 Irish Divorce Referendum - P.L. Harris, A. Lock and N. O'Shaughnessy
When the British Tommy Went to War, Public Opinion Followed - P. Baines and R. Worcester
The Labour Campaign - D. Wring
Political Marketing: The cause of a democratic deficit in Britain? - D. Lilleker

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