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Titlebook: Political Marketing and Management in the 2017 New Zealand Election; Jennifer Lees-Marshment Book 2018 The Editor(s) (if applicable) and T

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發(fā)表于 2025-3-21 19:11:18 | 只看該作者 |倒序?yàn)g覽 |閱讀模式
書(shū)目名稱Political Marketing and Management in the 2017 New Zealand Election
編輯Jennifer Lees-Marshment
視頻videohttp://file.papertrans.cn/751/750198/750198.mp4
概述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 emphasi
叢書(shū)名稱Palgrave Studies in Political Marketing and Management
圖書(shū)封面Titlebook: Political Marketing and Management in the 2017 New Zealand Election; Jennifer Lees-Marshment Book 2018 The Editor(s) (if applicable) and T
描述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.
出版日期Book 2018
關(guān)鍵詞2017 New Zealand Election; Political Marketing; Political Branding; Vote Compass; Target Markets; Undecid
版次1
doihttps://doi.org/10.1007/978-3-319-94298-8
isbn_ebook978-3-319-94298-8Series ISSN 2946-2614 Series E-ISSN 2946-2622
issn_series 2946-2614
copyrightThe Editor(s) (if applicable) and The Author(s) 2018
The information of publication is updating

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Political Parties and Their Customers: The Alignment of Party Policies with Supporter, Target and Undecided Market Preferences,decided voters. National’s platform was only in line with the views of 40% of their prospective voters, the lowest of the four parties examined while the Greens’ policies were most in line. National’s overall policy platform was not overwhelmingly in line with any demographic, while Labour, NZ First
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Messy Marketing in the 2017 New Zealand Election: The Incomplete Market Orientation of the Labour and National Parties,antitative primary sources including interviews with senior practitioners, analysis of 170+primary sources and Vote Compass main survey and post-election data, analysis finds that Labour took the edge in overall orientation towards listening and responding to the public whilst National’s lack of res
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