Marketing Leadership in Government

1. Front Matter

   Pages i-xi

   PDF

2. Resolving the Listening versus Leadership Dilemma

   • Edward Elder

   Pages 1-27

3. Responsiveness

   • Edward Elder

   Pages 29-61

4. Leadership

   • Edward Elder

   Pages 63-91

5. Credibility

   • Edward Elder

   Pages 93-115

6. Analysing and Advising Governing Leaders

   • Edward Elder

   Pages 117-143

7. Back Matter

   Pages 145-148

   PDF

This book explores how contemporary governing leaders can overcome the typical trend of losing a public support in power by following more effective communication strategies. It shows how new forms of communication that emphasise acknowledgement and respect for public criticisms and concerns can be used by governing leaders to show the public that they still have the leadership qualities they entered office with, despite the extra challenges that political office presents. The book outlines a new model, The Contemporary Governing Leaders' Communication Model, through which leaders can communicate their positive personal and professional qualities in government. The book illustrates this model in use through the communication of United States President Barack Obama and New Zealand Prime Minister John Key during their first terms in political office.

• Market-orientation
• Political marketing research
• Non-political personality
• Competence
• Conviction
• us politics
• democracy

• University of Auckland , Auckland, New Zealand

  Edward Elder

Edward Elder is a recent PhD graduate from Politics and International Relations at the University of Auckland, New Zealand, whose research focuses on political marketing communication. He published a chapter in Political Marketing in the United States (2014) and an article in the Journal of Nonprofit & Public Sector Marketing. 

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