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Political Marketing and British Political Parties
Jennifer Lees-Marshment
其他書名
Second Edititon
出版Manchester University Press, 2008-10-15
主題Political Science / Political Process / Political PartiesPolitical Science / Comparative Politics
ISBN07190771929780719077197
URLhttp://books.google.com.hk/books?id=u3AhAQAAIAAJ&hl=&source=gbs_api
註釋The first edition of this book demonstrated that British political parties now attempt to offer a complete product that will appeal to a majority of voters, rather than being influenced by a political ideology and firm belief system. This new edition provides an updated and more in-depth exploration of the political marketing approach, including analysis of the 2001 and 2005 elections. It re-presents the influential theory of market, sales and product-oriented parties, discussing the potential and the limits of consumerism and the need to blend business concepts with a traditional understanding of politics. Lees-Marshment examines Blair’s New Labor Government in order to draw out lessons on delivery, maintaining market intelligence and the effect of changing to a leadership approach that goes against country and party. Analysis of the Conservatives in opposition shows how the best intentions of party leaders to implement a market-orientation can be thwarted by internal resistance and traditional party elites. Providing a more reflective and critical analysis, the second edition offers a more nuanced discussion on how political parties can not only win elections but govern successfully.