Palgrave Studies in Political Marketing and Management

Political Marketing and Management in the 2017 New Zealand Election

Editors: Lees-Marshment, Jennifer (Ed.)

  • Provides the first study of political marketing and management in New Zealand
  • Covers the core aspects of campaign marketing management: market-orientation, branding, communication
  • Has a strong emphasis on lessons for practice, which will be useful to practitioners as well as academics
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Buy this book

eBook $54.99
price for USA (gross)
  • ISBN 978-3-319-94298-8
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $69.99
price for USA
  • ISBN 978-3-319-94297-1
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

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.

About the authors

Jennifer Lees-Marshment is Associate Professor of Politics and International Relations at the School of Social Sciences at University of Auckland, New Zealand. She is author/editor of 12 books, including The Political Marketing Game (2011) and Political Marketing: Principles and Applications, 2nd edition (2014). Her research interests include political marketing, leadership, public input and governance. 

Table of contents (8 chapters)

  • Introduction: Political Marketing and Management in New Zealand

    Lees-Marshment, Jennifer

    Pages 1-5

  • Vote Compass NZ 2017: Marketing Insights into Public Views on Policy and Leaders

    Lees-Marshment, Jennifer (et al.)

    Pages 7-22

  • Political Parties and Their Customers: The Alignment of Party Policies with Supporter, Target and Undecided Market Preferences

    Lees-Marshment, Jennifer (et al.)

    Pages 23-41

  • Messy Marketing in the 2017 New Zealand Election: The Incomplete Market Orientation of the Labour and National Parties

    Lees-Marshment, Jennifer

    Pages 43-65

  • Candidate Brand Personality and the 2017 New Zealand General Election

    Barrett, James

    Pages 67-84

Buy this book

eBook $54.99
price for USA (gross)
  • ISBN 978-3-319-94298-8
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $69.99
price for USA
  • ISBN 978-3-319-94297-1
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Political Marketing and Management in the 2017 New Zealand Election
Editors
  • Jennifer Lees-Marshment
Series Title
Palgrave Studies in Political Marketing and Management
Copyright
2018
Publisher
Palgrave Pivot
Copyright Holder
The Editor(s) (if applicable) and The Author(s)
eBook ISBN
978-3-319-94298-8
DOI
10.1007/978-3-319-94298-8
Hardcover ISBN
978-3-319-94297-1
Edition Number
1
Number of Pages
XVI, 158
Number of Illustrations and Tables
38 b/w illustrations
Topics