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書名 Political marketing and management in the 2017 New Zealand Election / edited by Jennifer Lees-Marshment
出版項 Cham : Springer International Publishing : Imprint: Palgrave Pivot, 2018
國際標準書號 9783319942988 (electronic bk.)
9783319942971 (paper)
國際標準號碼 10.1007/978-3-319-94298-8 doi
book jacket
說明 1 online resource (xvi, 158 pages) : digital ; 24 cm
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
text file PDF rda
系列 Palgrave studies in political marketing and management
Palgrave studies in political marketing and management
附註 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
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 Compass survey and interviews with key political advisors, it explores the alignment of the policy of National, Labour, the Greens and NZ First with party supporters, demographic segments and undecided voters. It also analyses the leadership communication and branding of the leaders Bill English, Jacinda Ardern and Andrew Little, as well as the advertising by minor parties ACT, the Greens, United Future and the Maori Party. The book provides advice for practitioners, such as: focus on being responsive, communicate delivery competence, differentiate in policy and advertising, build an energetic and charismatic leader brand and be flexible when planning
Host Item Springer eBooks
主題 New Zealand. Parliament -- Elections, 2017
Marketing -- Political aspects -- New Zealand
Communication in politics -- New Zealand
Public relations and politics -- New Zealand
Political Science and International Relations
Political Communication
Electoral Politics
Media and Communication
Communication Studies
Alt Author Lees-Marshment, Jennifer, editor
SpringerLink (Online service)
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