Delivering in government and getting results in minorities and coalitions

Authored by: Anna Esselment

Routledge Handbook of Political Marketing

Print publication date:  November  2011
Online publication date:  March  2012

Print ISBN: 9780415579933
eBook ISBN: 9780203349908
Adobe ISBN: 9781136597442


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A key component of political marketing principles is the ‘product’. In the ideal market-oriented party (MOP), the product has been carefully crafted based on market intelligence gathered from extensive consultation with both the public (through focus groups and polling surveys), and party members and volunteers (Lees-Marshment 2001). The product itself is multifaceted and can include, among other aspects, the image of the leader (for example, open, accessible, trustworthy), type of party candidates (competent and responsive), the logo of the party, and policy commitments contained in the campaign platform (ibid.). While much of the literature on political marketing has focused on its techniques to help parties win elections, less emphasis has been placed on whether, or how, the product (particularly election promises) is delivered in government. Considering the design of the product has been informed by market intelligence, success in power is often dependent on the ability to implement the identified policy preferences of voters. In other words, if a party wishes re-election, delivering on commitments is crucial.

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