Political Marketing and British Political Parties: The Party's Just Begun
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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1983 Question asked achieve advertising analysis areas argued attracting support best party Britain British Butler and Kavanagh cent communication Conservative Party constituency created criticised defence deliver delivery demands economic elec election campaign ensure example focus groups focused implemented important increase issues John Major Kinnock Labour Party leadership levels Listening to Britain major parties Mandelson manifesto Margaret Thatcher market intelligence market orientation Market-Oriented Party marketing process membership MORI nationalisation Neil Kinnock Note overall party behaviour party conference party leader party needs party's perceptions Peter Mandelson Philip Gould political marketing political parties politicians popular Prime Minister privatisation problems product design Product-Oriented Party promises proposals public opinion reduce respond to voters Saatchi and Saatchi Sales-Oriented Party Seyd Shadow Cabinet Source staff Stage survey Table tion Tony Blair Tories trade unions traditional unemployment unpopular views vote voter dissatisfaction voters wanted weaknesses Whiteley