| The Idea of Political Marketing Contributor(s): O'Shaughnessy, Nicholas O. (Editor), Henneberg, Stephan C. M. (Editor) |
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ISBN: 0275975959 ISBN-13: 9780275975951 Publisher: Praeger OUR PRICE: $94.05 Product Type: Hardcover - Other Formats Published: June 2002 Annotation: Political marketing is about the making and unmaking of governments in a democracy. Despite its growing importance, the marketing academic profession has shown very little interest in the political ramificaitons of their discipline, while political scientists often come to political marketing with the view that it is cosmetic, if not trivial. O'Shaughnessy, Henneberg, and their contributors examine how the theory and practice of marketing has been and can be applied to politics. As they show, elections are a persuasion task writ large, most especially with the demise of inherited class loyalties. Following elections, governments can employ marketing techniques to build support for their actions, while opposition parties can press the government and its supporters through similar marketing approaches. Of particular interest to scholars, researchers, and policy makers involved with politics, political communication, and the making of public policy. |
| Additional Information |
| BISAC Categories: - Political Science | Political Process - General - Language Arts & Disciplines | Communication Studies - Political Science | Comparative Politics |
| Dewey: 324.7 |
| LCCN: 2001054594 |
| Series: Perspectives on the Twentieth Century |
| Physical Information: 1.02" H x 6.42" W x 9.56" (1.25 lbs) 280 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: O'Shaughnessy, Henneberg, and their contributors examine how the theory and practice of marketing has been and can be applied to politics. Particular attention was paid to the theory of political marketing, with conceptual definitions developed to better facilitate communication between marketing professionals and political science researchers. Political marketing is about the making and unmaking of governments in a democracy. Despite its growing importance, the marketing academic profession has shown very little interest in the political ramificaitons of their discipline, while political scientists often come to political marketing with the view that it is cosmetic, if not trivial. O'Shaughnessy, Henneberg, and their contributors examine how the theory and practice of marketing has been and can be applied to politics. As they show, elections are a persuasion task writ large, most especially with the demise of inherited class loyalties. Following elections, governments can employ marketing techniques to build support for their actions, while opposition parties can press the government and its supporters through similar marketing approaches. Of particular interest to scholars, researchers, and policy makers involved with politics, political communication, and the making of public policy. |