Political Marketing and Management in the 2017 New Zealand Election

• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Άλλοι συγγραφείς: Lees-Marshment, Jennifer (Επιμελητής έκδοσης, http://id.loc.gov/vocabulary/relators/edt)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Cham : Springer International Publishing : Imprint: Palgrave Pivot, 2018.
• Έκδοση: 1st ed. 2018.
• Σειρά: Palgrave Studies in Political Marketing and Management
• Θέματα: Political communication.; Elections.; Communication.; Political Communication.; Electoral Politics.; Media and Communication.; Communication Studies.

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 Comp...

Πίνακας περιεχομένων:

• 1. Introduction: Political Marketing and Management in New Zealand
• 2. Vote Compass Nz 2017: Marketing Insights into Public Views on Policy and Leaders
• 3. Political Parties and Their Customers: The Alignment of Party Policies with Supporter, Target and Undecided Market P.References
• 4. Messy Marketing in the 2017 New Zealand Election: The Incomplete Market-Orientation of the Labour and National Parties
• 5. Candidate Brand Personality and the 2017 New Zealand General Election
• 6. Minor Party Campaign Advertising: A Market-Oriented Assessment
• 7. Communicating Market-Oriented Leadership in Power and Opposition
• 8. Conclusion: Political Marketing and Management Lessons for Research and Practice.