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基本説明
Written by authoritative figures in the field, this unique textbook provides students with an in-depth understanding of the fundamental theoretical and conceptual groudnings of political marketing.
Full Description
Political Marketing: Theories and Concepts provides students with a valuable and critical understanding of how political parties use marketing to attain their aims. Unlike other textbooks, this text explicitly focuses on the theoretical underpinnings and cutting edge concepts used by political parties, allowing students to gain key insights into how they win elections and remain in power. With an engaging and thought provoking topic selection, these field-leading authors have ensured that this often complex and theoretically advanced topic is clearly accessible for a student audience and novice researchers. Key features of each chapter include:
- Short chapter introduction and learning summaries
- Discussion questions to share in the classroom
- Annotated suggestions for further reading
- Lists of key terms to consider
This text is essential reading for advanced undergraduate and postgraduate students on political marketing courses.
Dr Robert P. Ormrod, University of Aarhus, Denmark
Dr Stephan C. Henneberg, University of Manchester
Professor Nicholas J. O'Shaughnessy, Queen Mary, University of London
Contents
Introduction
Theorical Issues in Political Marketing
Defining Political Marketing
Theories and Concepts in Political Marketing
The Triadic Interaction Model of Political Exchange
Critical Perspectives on Political Marketing
Political Marketing and Theories of Democracy
The Ethics of Political Marketing
Conceptual Issues in Political Marketing
Political Relationship Marketing
Strategic Political Postures
Political Market Orientation
Political Marketing Strategy and Party Organizational Structure
Symbolism in Political Marketing
Conclusion: Research Agendas for Political Marketing and Political Marketing Management
