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Political Marketing
Jennifer Lees-Marshment
其他書名
Principles and Applications
出版
Routledge
, 2009-09-10
主題
Business & Economics / Marketing / General
Business & Economics / Sales & Selling / General
Political Science / General
Political Science / Political Process / General
ISBN
1134084110
9781134084111
URL
http://books.google.com.hk/books?id=odV9AgAAQBAJ&hl=&source=gbs_api
EBook
SAMPLE
註釋
Political Marketing is the first comprehensive textbook to focus on political marketing, and introduces students to how candidates, parties, elected officials and governments around the world utilise marketing concepts and tools win elections and remain in office.analyses the implications of political marketing for democracy - are we happy to be 'citizen-consumers'?Drawing on the latest theoretical work and providing the broadest collation of international political marketing research available, this text:examines a wide range of political marketing topics including the rise of the political consumer, market intelligence and segmentation, opposition research, e-marketing, direct mail, market-orientation and strategy, internal marketing, product re-development, branding, local political marketing, marketing in government, delivery and global knowledge transferfeatures over 40 case studies written by international specialists in over 20 countries, and practitioner perspectives from those currently engaged in political marketingillustrates theories with clear examples integrated with topical discussion points, and provides essay and applied assessment suggestions in each chapter. Presented in clear and engaging style, this textbook offers sophisticated understanding of this exciting new area. Written by a leading expert in the field, it is essential reading for all students of political marketing, parties and elections and comparative politics.