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 text:
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.
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Jennifer Lees-Marshment (Auckland University) is an international expert in political marketing. She is the author/editor of 12 books, including Global Political Marketing (Routledge, 2010), The Political Marketing Game (Palgrave Macmillan, 2011), Political Marketing in Canada (UBC Press, 2012), The Routledge Handbook of Political Marketing (2012) and Political Marketing in the US (Routledge, 2014). Her research interests include political marketing, consultation, leadership and governance.Review:
'Lees-Marshment is one of the leading scholars in political marketing, and it shows in this comprehensive introduction and analysis of political marketing as theory and practice. For anyone interested in political marketing, this is a must-read' - Jesper Strömbäck, Mid-Sweden University
‘This is a wide-ranging and engrossing introduction to a field that, despite its central importance to much of modern political activity, is still too little understood by all but the initiated minority’ - Roger Mortimore, Director of Political Analysis Ipsos MORI Social Research Institute
"Jennifer Lees-Marshment has written an exceptional, much-needed study on political marketing. Its mixture of marketing theory, applied politics, and pithy case studies makes this an invaluable addition to our understanding of campaigns, elections, and politicking." - Dennis W. Johnson, Professor of Political Management, The George Washington University, and editor of Campaigning for President 2008 (Routledge 2009)
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