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Routledge Handbook of Political Marketing

Edited by: Jennifer Lees-Marshment

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

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

 Cite  Marc Record

Book description

With the Obama campaign universally acknowledged as the most successfully marketed presidential campaign of all time, the future of political marketing is fiercely contested, provoking a wealth of high quality scholarship from across the globe. This work provides an accessible introduction to the field, international in both content and authorship, which will set the direction of future research.

Routledge Handbook of Political Marketing contains cutting edge contributions written by academic experts and informed practitioners but will also have a cohesive structure, containing emerging areas and authors alongside established ones. The handbook addresses the practicalities as well as the broader impact of political marketing on politics including its’ role in the changing relationship between political leaders, parties and voters. With each chapter providing a comparative and carefully structured discussion of a key topic, the handbook examines issues within the following broad themes:


  • Understanding the market, gathering ideas, and debate
  • Product development, branding and strategy
  • Internal Marketing
  • Communicating and connecting with the public
  • Government Marketing - delivery, policy and leadership


With each chapter written to a common template presenting new research and contemporary case studies, the handbook combines a succinct presentation of the latest research with an accessible and systematic format that will be of great interest to scholars and practitioners alike.

Table of contents

Prelims Download PDF
Chapter  1:  Introduction Download PDF
Chapter  2:  The role of opinion research in setting campaign strategy Download PDF
Chapter  3:  Political marketing and segmentation in aging democracies Download PDF
Chapter  4:  Strategic voter selection Download PDF
Chapter  5:  Government public opinion research and consultation Download PDF
Chapter  6:  Co-creating the future Download PDF
Chapter  7:  Political party market orientation in a global perspective Download PDF
Chapter  8:  Niche marketing the greens in canada and scotland Download PDF
Chapter  9:  Political branding in the modern age Download PDF
Chapter  10:  The politics of hope Download PDF
Chapter  11:  Internal party political relationship marketing Download PDF
Chapter  12:  Party members as part-time marketers Download PDF
Chapter  13:  Yes we can (fundraise) Download PDF
Chapter  14:  Political parties and direct marketing Download PDF
Chapter  15:  The party official as political marketer Download PDF
Chapter  16:  Campaigning in the 21st century Download PDF
Chapter  17:  Selling Sarah Palin Download PDF
Chapter  18:  Populism as political marketing technique  Download PDF
Chapter  19:  Something old, something new? Download PDF
Chapter  20:  Interacting leaders Download PDF
Chapter  21:  Underused campaigning tools Download PDF
Chapter  22:  Political marketing in an online election environment Download PDF
Chapter  23:  Delivering in government and getting results in minorities and coalitions Download PDF
Chapter  24:  Advocacy coalitions strategies Download PDF
Chapter  25:  Branding public policy  Download PDF
Chapter  26:  The use of public opinion research by government Download PDF
Chapter  27:  Making space for leadership Download PDF
Chapter  28:  Conclusion Download PDF
Index Download PDF
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