Political Marketing and British Political Parties (2nd Edition): (2nd edition)
Jennifer Lees-Marshment (Author)
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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. Lee-Marshment examines Blair's New Labour 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. -- . Tables, black & white|Figures
About the Author
Jennifer Lees-Marshment is a Senior Lecturer in Political Studies at the University of Auckland, New Zealand -- .
- Contributor: Jennifer Lees-Marshment
- Imprint: Manchester University Press
- ISBN13: 9780719077197
- Number of Pages: 320
- Packaged Dimensions: 156x234mm
- Format: Paperback
- Publisher: Manchester University Press
- Release Date: 2008-08-01
- Binding: Paperback / softback
- Biography: Jennifer Lees-Marshment is a Senior Lecturer in Political Studies at the University of Auckland, New Zealand -- .