Political Marketing and Management in the 2017 New Zealand Election

Buch | Softcover

XVI, 158 Seiten

2018 | Softcover reprint of the original 1st ed. 2018
Springer International Publishing (Verlag)
978-3-030-06827-1 (ISBN)

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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.

Jennifer Lees-Marshment is Associate Professor of Politics and International Relations at the School of Social Sciences at University of Auckland, New Zealand. She is author/editor of 12 books, including The Political Marketing Game (2011) and Political Marketing: Principles and Applications, 2nd edition (2014). Her research interests include political marketing, leadership, public input and governance.

Chapter 1 Introduction: Political marketing and management in New Zealand 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 preferences Jennifer 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 assessment Claire Robinson (pp 71-84)
Chapter 7 Communicating Market-Oriented Leadership in power and opposition Edward Elder (pp 85-100)
Chapter 8 Conclusion: Political marketing and management lessons for research and practice Jennifer Lees-Marshment (pp 101-120)
Appendix: Vote Compass 2017 Core Reports (pp 121-131)

Erscheinungsdatum	17.01.2019
Reihe/Serie	Palgrave Studies in Political Marketing and Management
Zusatzinfo	XVI, 158 p. 38 illus.
Verlagsort	Cham
Sprache	englisch
Maße	148 x 210 mm
Gewicht	237 g
Themenwelt	Sozialwissenschaften ► Kommunikation / Medien ► Medienwissenschaft
	Sozialwissenschaften ► Politik / Verwaltung ► Allgemeines / Lexika
	Sozialwissenschaften ► Politik / Verwaltung ► Politische Theorie
	Sozialwissenschaften ► Politik / Verwaltung ► Staat / Verwaltung
Schlagworte	2017 New Zealand Election • Brand Personality • Charisma • competence • Market-Oriented Party • Minor Parties • National Labour • Policy Alignment • Political Branding • Political Brands • Political Candidates • Political Marketing • Target Markets • Undecided Voters • Vote Compass
ISBN-10	3-030-06827-7 / 3030068277
ISBN-13	978-3-030-06827-1 / 9783030068271
Zustand	Neuware