Political Marketing: Theory and Concepts(SAGE Advanced Marketing Series)

About the Book

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

Table of 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

About the Author :
Robert P. Ormrod is Associate Professor of Business Economics at Aarhus University, Denmark. He received a PhD from Aarhus University for his work on political market orientation. Robert’s primary research focus is on political marketing and he publishes regularly on this subject in both marketing and political science Journals. Robert is a member of the editorial board of the Journal of Political Marketing. Stephan C. Henneberg is Professor of Marketing and Strategy at the Manchester Business School, University of Manchester. He received his PhD from the Judge Business School, Cambridge. Stephan’s research focuses on issues of inter-organisational strategy, business relationships and networks, and political marketing. He was the Academy of Marketing Special Interest Group Chair for Political Marketing and has organised three international conferences on the topic. Nicholas O’Shaughnessy is Professor of Communication at Queen Mary, University of London. He holds degrees from London, Oxford, Columbia and Cambridge Universities. Nicholas’ research focus is on political marketing and propaganda, and he is the author and co-author of numerous journal articles and a Senior Editor of the Journal of Political Marketing. Nicholas is the author of two classic texts in the field of political marketing, The Phenomenon of Political Marketing and Propaganda and Politics: Weapons of Mass Seduction. Nicholas is a Quondam Fellow of Hughes Hall, Cambridge University, and a Fellow of the Royal Society of Arts

Review :
′Ormrod, Henneberg and O′Shaughnessy have produced an excellent introductory text on political marketing. I particularly liked its focus on critical, ethical and symbolic aspects of political marketing; areas which are relatively poorly considered elsewhere in the political marketing literature′ -
Dr. Paul Baines
Professor of Political Marketing, Cranfield School of Management, UK