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Full Description
This book reveals the market research, strategy, branding and communication behind the unpredictable 2017 New Zealand election result which saw Jacinda Ardern elected Labour leader just 8 weeks before the election to become Prime Minister. Utilising rich data sources that include a 250,000 Vote Compass survey and interviews with key political advisors, it explores the alignment of the policy of National, Labour, the Greens and NZ First with party supporters, demographic segments and undecided voters. It also analyses the leadership communication and branding of the leaders Bill English, Jacinda Ardern and Andrew Little, as well as the advertising by minor parties ACT, the Greens, United Future and the Maori Party. The book provides advice for practitioners, such as: focus on being responsive, communicate delivery competence, differentiate in policy and advertising, build an energetic and charismatic leader brand and be flexible when planning.
Contents
Chapter 1 IntroductionZealand Jennifer Lees-Marshment Chapter 2 Vote Compass NZ 2017: Marketing insights into public views on policy and leaders Jennifer Lees-Marshment, Edward Elder, Lisa Chant, Danny Osborne, Justin Savoie and Clifton van der Linden Chapter 3 Political parties and their customers: the alignment of party policies with supporter, target and undecided market preferencesJennifer Lees-Marshment, Edward Elder, Lisa Chant, Danny Osborne, Justin Savoie and Clifton van der Linden (pp 18-32)Chapter 4 Messy Marketing in the 2017 New Zealand Election: the incomplete market-orientation of the Labour and National Parties Jennifer Lees-Marshment (pp 33-51)Chapter 5 Candidate Brand Personality and the 2017 New Zealand General Election James Barrett (pp 52-70)Chapter 6 Minor Party Campaign advertising: A market-oriented assessmentClaire Robinson (pp 71-84)Chapter 7 Communicating Market-Oriented Leadership in power and oppositionEdward Elder (pp 85-100)Chapter 8 Conclusion: Political marketing and management lessons for research and practiceJennifer Lees-Marshment (pp 101-120)Appendix: Vote Compass 2017 Core Reports (pp 121-131)
