Political Marketing: (SAGE Library in Marketing)

'Political Marketing presents the birth, maturation, and continued growth of the field of political marketing through a collection of scholarly articles on a variety of political marketing topics... the collection of articles presented across the three volumes appears to be very well chosen. While they are just a sample of the scholarly work done in the field, the articles selected well represent how the field has developed and the current state of thought' - Lawrence O Hamer, DePaul University Political marketing has developed in parallel with commercial marketing through the course of the 20th century, with the commercial world of marketing informing the worlds of political and referendum marketing, and vice versa. The importance and ubiquity of political marketing activities is profound and increasingly recognized, and this timely collection draws together the most influential writings over each phase of its development. Arranged and introduced by a pre-eminent scholar in the field, this comprehensive overview covers micro-level marketing topics such as advertising and market research, as well as more recent strategic marketing techniques such as market positioning and market segmentation. In addition to the canon, there is room to explore the key literature on emerging topics such as ethics and the negative side of political marketing, including, for example, the marketing of terrorist groups. This three-volume set exists at the crossroads of political communication and marketing and is an essential resource for libraries with holdings in business and politics.

Table of Contents:
VOLUME ONE: POLITICAL MARKETING: CONCEPTS AND THEORIES Political Marketing: Structure and process - P. Butler and N. Collins Political Marketing: Lessons from the mainstream - J. Egan Overview of Political Candidate Marketing - P. Kotler Political Marketing-Vive La Difference! - A. Lock and P. Harris Political Marketing and the Marketing Concept - A. O′Cass America′s Political Market - N.J. O′Shaughnessy Political Marketing: Lessons for political science - M. Scammell The Marketing of Political Candidates - A. Shama Reconciling Marketing with Political Science: Theories of political marketing - D. Wring A Model of Primary Voting Behavior - B.I. Newman and J.N. Sheth The Product, Sales and Market-Oriented Party - J. Lees-Marshment A Critique of the Lees-Marshment Market-Oriented Party Model - R.P. Ormrod Marketing the Political Product - D.M. Reid ACORN in the Political Marketplace - D.A. Yorke and S.A. Meehan Effects of Political Advertising - C. Atkin and G. Heald Political Advertising: A neglected policy issue in marketing - Michael L. Rothschild Strategies For Success From the Political Marketers - P.B. Niffenegger Money, Mail and Markets: Reflections on direct mail in American politics - N. O′Shaughnessy and G. Peele Political Marketing and Party Development in Britain: A "secret" history - D. Wring Marketing and Political Campaigning: Mutually exclusive or exclusively mutual? - P.R. Baines and J. Egan Exploring the Positioning Process in Political Campaigning - P.R. Baines, B.R. Lewis and B. Ingham Political ′Market′ Classification for Strategic Marketing Implications - P. Baines, R. Brennan and J. Egan VOLUME TWO: THE POLITICAL MARKETING MIX: STRATEGY AND IMPLEMENTATION The Application of Marketing to British Politics - G. Smith and J. Saunders The Gender Gap in Voter Attitudes and Behavior: Some advertising implications - B. Newman and B.I. Sheth The Political Marketing Planning Process: Improving image and message in strategic target areas - P. Baines, B.R. Lewis and P. Harris Product Attribute-Based Voter Segmentation and Resource-Advantage Theory - P. Baines, R. Worcester, D. Jarrett and R. Mortimore Market Segmentation and Product Differentiation in Political Campaigns: A technical feature perspective - P.R. Baines, R.M. Worcester, D. Jarrett and R. Mortimore Building a Political Brand: Ideology or voter-driven strategy - P. Reeves, L. de Chernatony and M. Carrigan Strategic Political Segmentation: A new approach for a new era of political marketing - I.G. Smith and A. Hirst Positioning Political Parties: The 2005 UK general election - I.G. Smith New Labour: A study of the creation, development and demise of a political brand - J. White and L. de Chernatony Spin Doctoring in British and German Election Campaigns: How the press is being confronted with a new quality of political PR - F. Esser, C. Reinemann and D. Fan Negative versus Positive Television Advertising in U.S. Presidential Campaigns, 1960-1988 - L.L. Kaid and A. Johnston Negative Political Advertising: Some empirical findings - S. Merritt Political Advertising Believability and Information Source Value during Elections - A. O′Cass Researching Political Markets: Market-oriented or populistic? - P.R. Baines and R.M. Worcester Negativity in the Evaluation of Political Candidates - J.G. Klein and R. Ahluwalia Speaking Truth to Power? Pollsters as Campaign Advisors - D. Kavanagh The Dynamics of Voter Behavior and Influence Processes in Electoral Markets: A consumer behavior perspective - A. O′Cass and A. Pecotich The Permanent Campaign: The integration of market research techniques in developing strategies in more uncertain political climate - N. Sparrow and J. Turner Promoting Distrust? A Chronicle of the 2005 British General Election Advertising Campaigns - J. Dermody and S. Hanmer-Lloyd The Value of Party Election Broadcasts for Electoral Engagement - R. Scullion and Dermody Long-Term Performance of Political Parties: Towards a competitive resource-based perspective - R. Lynch, P.R. Baines and J. Egan Research Note: The EU constitution and the British public: what the polls tell us about the campaign that never was - P. Baines and M. Gill VOLUME THREE: ETHICS, PRACTICES AND ADVANCES IN POLITICAL MARKETING The Political Brand: A consumer perspective - I.G. Smith and A. French Friends and Relations: Long-term approaches to political campaigning - D. Dean and R. Croft Political Advertising: Why is it so boring? - M. Scammell and A. Langer Political Advertising and Information Seeking: Comparing exposure via traditional and internet channels - L.L. Kaid The Professionalisation of Political Communication - R. Negrine and D. Lilleker Constructivist Mind: False memory, freedom, and democracy - W. Cwalina and A. Falkowski Marketing the Political Message: American influences on British practices - P. Baines The Ethics of Political Marketing Practices: The rhetorical perspective - S. Banker The Strategy to Market Fine Gael in 1981 - D.M. Farrell An Investigation into the Relationship between Political Activity Levels and Political Market Orientation - S. Henneberg and R. Ormrod Machiavellian Marketing: The development of corporate lobbying in the UK - P. Harris and A. Lock Political Relationship Marketing - S. Henneberg and N. O′Shaughnessy Interpreting Discourse: A critical discourse analysis of the marketing of an extreme right party - M. Moufahim, M. Humphreys, D. Mitussis and J. Fitchett The Selling of Terror: The symbolisations and positioning of Jihad - N.J. O′Shaughnessy and P. Baines The Dark Side of Political Marketing: Islamist propaganda, reversal theory and British Muslims - P. Baines, N.J. O′Shaughnessy, K. Moloney, B. Richards, S. Butler and M. Gill Towards an Ethical Framework for Political Marketing - N. O′Shaughnessy The Wisdom of the War Room: US campaigning and Americanisation - M. Scammell Does the European Union (EU) Need a Propaganda Watchdog like the US Institute of Propaganda Analysis to Strengthen its Democratic Civil Society and Free Markets? - J. Fawkes and K. Moloney The ′Americanisation′ Myth in European Political Markets: A focus on the United Kingdom - P.R. Baines, C. Scheucher and F. Plasser Template Revolutions: Marketing US regime change in Eastern Europe - G. Sussman and S. Krader Measuring the Effect of Political Advertising and the Case of the 1995 Irish Divorce Referendum - P.L. Harris, A. Lock and N. O′Shaughnessy When the British Tommy Went to War, Public Opinion Followed - P. Baines and R. Worcester The Labour Campaign - D. Wring Political Marketing: The cause of a democratic deficit in Britain? - D. Lilleker

About the Author :
Paul Baines is Professor of Political Marketing and Associate Dean (Business and Civic Engagement) at the University of Leicester. He is a Visiting Professor at Cranfield University and an Associate Fellow at King’s College London. He is author/co-author of more than a hundred published articles, book chapters and books on political marketing issues. Over the last 23 years, Paul’s research has focused on political marketing, public opinion and propaganda. He is a Fellow of the Market Research Society and the Institute of Directors (IOD). He holds bachelors, masters and doctoral degrees from the University of Manchester, a Postgraduate Certificate in Higher Education from Middlesex University and an MSc in Quantitative Methods for Science, Social Science and Medicine from Lancaster University. Paul’s teaching has encompassed undergraduate, postgraduate and post-experience levels, including MBA and executive MBA teaching, in the US, UK, Canada, Sweden, Finland, UAE, Saudi Arabia, Malaysia, Singapore, Russia, and Cyprus across a number of aspects of marketing, political marketing and PR. Paul is (co-)editor/(co-)author of numerous marketing texts, including, with Chris Fill, Sara Rosengren, and Paolo Antonetti, the best-seller, ‘Marketing’ 5E (Oxford University Press, 2019) and Fundamentals of Marketing 2E (Oxford University Press, 2021, in press), also with Chris Fill, Sara Rosengren and Paolo Antonetti, Political Marketing (Sage Publications, 2011), Propaganda (Sage Publications, 2013) and with Sir Robert Worcester, Roger Mortimore and Mark Gill, the polling treatise Explaining Cameron’s Catastrophe (Indie Publishing, 2017). Paul’s research/strategy consultancy includes experience working with numerous government departments on strategic communication research projects as well as small, medium and large private enterprises including IBM, 3M, Saint Gobain Glassolutions, Fulham Football Club and many others. He is a non-executive director of the Business Continuity Institute, and operates his own strategic marketing and market research consultancy, Baines Associates Limited. Previous work for UK and US government clients has looked at, inter alia, fear and guilt appeals and their persuasive application in communications by terrorist groups and how we might counter those communications. Ongoing research work includes grant funding for a project to evaluate the effectiveness of police social marketing/counter-terrorism communications.

Review :
′Political Marketing presents the birth, maturation, and continued growth of the field of political marketing through a collection of scholarly articles on a variety of political marketing topics... the collection of articles presented across the three volumes appears to be very well chosen. While they are just a sample of the scholarly work done in the field, the articles selected well represent how the field has developed and the current state of thought′ - Lawrence O Hamer, DePaul University