Winning Elections with Political Marketing

Abstract

* About the Editors * Contributors * Introduction. Political Marketing As Elections Approach in the United States and the United Kingdom (Philip John Davies and Bruce I. Newman) * SECTION I: MARKET CONTEXTS AND DEVELOPING POLICY * Chapter 1. Voter Research and Market Positioning: Triangulation and Its Implications for Policy Development (Robert M. Worcester and Paul R. Baines) * Introduction * Market Positioning: Policy and Message Dissemination * The Morris Concept of Triangulation * The Worcester Concept of Triangulation * Building the Model: The Political Triangle * Leader and Party Image * Managerial Implications and Further Research * Conclusion * Chapter 2. Mapping a Market Orientation: Can We Detect Political Marketing Only Through the Lens of Hindsight? (Darren G. Lilleker and Ralph Negrine) * Introduction * Methodology * What Is a Political Market Orientation? * Measuring Political Marketing * Identifying a Market Orientation * SECTION II: POLITICAL MARKETING FOR ELITES AND MASSES * Chapter 3. Not As Rich As You Think: Class, Rhetoric, and Candidate Portrayal During National Elections in the United States and the United Kingdom (Robert Busby) * Framework * Margaret Thatcher * John Major * Tony Blair * Playing the Victim: America's Presidential Election, 1992 * George W. Bush: A Regular Guy? * The Democrats * Howard Dean * John Kerry * John Edwards * Conclusions * Chapter 4. Marketing Parties in a Candidate-Centered Polity: The Republican Party and George W. Bush (Peter N. Ubertaccio) * Presidential Party Leadership * George W. Bush and Republican Party Leadership * The Prospects for Marketing Parties in the Twenty-First Century * Chapter 5. Grass Roots Lobbying: Marketing Politics and Policy the Beltway (Conor McGrath) * Introduction: Grass Roots Lobbying * Grass Roots Campaigns and Political Marketing * Grass Roots Lobbying: The Electoral Connection * Quantity and Quality * Techniques in Grass Roots Lobbying * Grass Tops Campaigns * Conclusion * Chapter 6. Political Consulting and the Market: Who Lobbies for the Poor? (Gary Wasserman) * Mobilizing Skills for Nontraditional Clients * Going Beyond the Client Base to Use the Media * Incentives for Going Beyond the Well-Paying Client * Foundations Ought to Be Interested, but They're Not * Obstacles to Public Service Consulting Outside and Inside the Profession * Lessons Learned, All Too Slowly * SECTION III: POLITICAL DEVELOPMENTS AND THE CONTEXTS FOR MARKETING * Chapter 7. Political Parties, Their E-Newsletters, and Subscribers: One Night Stand or a Marriage Made in Heaven? (Nigel Jackson) * The Use of E-Mail and E-Newsletters in Political Campaigning * Relationship Marketing * Methodology * Fieldwork * Conclusion * Chapter 8. First Hurdles: The Evolution of the Pre-Primary and Primary Stages of American Presidential Elections (Dennis W. Johnson) * for President * The Candidates * Pre-Primary Stage * The Primaries * Conclusion * Appendix: Official Candidates for Presidency--Republican, Democratic, and Principal Third Party * Chapter 9. in the American States: Experience with Public Funding of Elections (Carl W. Stenberg) * Basic Features of Public Financing Systems * The Case for--and Against--Public Financing * State Experiences with Running Clean * Looking Ahead * Index * Reference Notes Inclu