Practitioner Perspectives on Political Marketing and Management

Abstract

This chapter presents multiple perspectives of practitioners involved from government and opposition, major and minor parties and outside Parliament on the 2020 New Zealand General Election and the years leading up to it. In doing so, they discuss political market research during a pandemic, the successful rebranding and positioning of a minor party, the challenges of marketing a small minor party as well as the political management of policy through government and delivery marketing, the overarching themes of which are discussed at the end of the chapter.