Jennifer Lees Marshment Books

Political marketing has become a global phenomenon as parties try to copy the market-oriented approach employed by Tony Blair to win power for New Labour in 1997. It raises fresh perspectives on the more established political marketing practices in the UK and US, such as how to incorporate political leadership within the market-oriented framework and the democratic implications when faced with the actual business of governing. This book also highlights how the market-oriented party approach has spread around the world, including Europe and the new democracies of Brazil and Peru. The collection also introduces the debate on whether such practices enhance or undermine democracy, raising important questions on the future of political marketing.

There is increasing awareness of growing similarities in political marketing practices around the world. This is an analysis of why, how and with what effect parties use political marketing in a range of political systems - presidential, parliamentary, two and multi-party, and established and emerging democracies.

Political Marketing is the first comprehensive textbook to focus on political marketing, and introduces students to how candidates, parties, elected officials and governments around the world utilise marketing concepts and tools win elections and remain in office. Drawing on the latest theoretical work and providing the broadest collation of international political marketing research available, this Presented in clear and engaging style, this textbook offers sophisticated understanding of this exciting new area. Written by a leading expert in the field, it is essential reading for all students of political marketing, parties and elections and comparative politics.