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Political Marketing and British Political Parties
Jennifer Lees-Marshment
其他書名
The Party's Just Begun
出版Manchester University Press, 2001
主題Business & Economics / Marketing / GeneralBusiness & Economics / Industries / Media & CommunicationsPolitical Science / Comparative PoliticsPolitical Science / History & TheoryPolitical Science / Political Process / Political PartiesSocial Science / Media Studies
ISBN07190601769780719060175
URLhttp://books.google.com.hk/books?id=U7DnfqMdmUYC&hl=&source=gbs_api
EBookSAMPLE
註釋This work demonstrates how British political parties now have to use sophisticated political marketing techniques in order to gain electoral success. By conducting focus groups and opinion polls, parties attempt to find out what it is that voters want from them - they then change their behaviour and political stance in order to reflect their findings. The summer of 2000 provided classic examples of this type of behaviour in action, with William Hague and Tony Blair sending out conflicting and confusing soundbites in an attempt to capture the popular imagination on issues such as pensions, asylum seekers and the pound.