Political Marketing and British Political Parties: The Party's Just Begun

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Manchester University Press, 2001 - Political Science - 250 pages
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This work demonstrates how British political parties now have to use sophisticated political marketing techniques in order to gain electoral success. By conducting focus groups and opinion polls, parties attempt to find out what it is that voters want from them - they then change their behaviour and political stance in order to reflect their findings. The summer of 2000 provided classic examples of this type of behaviour in action, with William Hague and Tony Blair sending out conflicting and confusing soundbites in an attempt to capture the popular imagination on issues such as pensions, asylum seekers and the pound.
 

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Contents

Thatcher the marketing pioneer
49
how voters rejected
95
why Labour did
134
a classic
181
The partys just begun
211
Bibliography
233
Index
249
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About the author (2001)

Jennifer Lees-Marshment is Founding Director for the Centre for Political Marketing in the UK and Lecturer at Keele University.

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