SAGE LIBRARY IN MARKETING SUB Hamburg A/553118 POLITICAL MARKETING VOLUME I Political Marketing: Concepts and Theories Edited by Paul R. Baines dsage Los Angeles I London New Delhi Singapore Washington DC
Contents Appendix of Sources Editor's Introduction: Political Marketing Paul R. Baines xi xxi Volume I Political Marketing: Concepts and Theories 1. Political Marketing: Structure and Process 1 Patrick Butler and Neil Collins 2. Political Marketing: Lessons from the Mainstream 17 John Egan 3. Overview of Political Candidate Marketing 27 Philip Kotler 4. Political Marketing - Vive La Difference! 35 Andrew Lock and Phil Harris 5. Political Marketing and the Marketing Concept 47 Aron O'Cass 6. America's Political Market 65 Nicholas J. O'Shaughnessy 7. Political Marketing: Lessons for Political Science 73 Margaret Scammell 8. The Marketing of Political Candidates 99 Avraham Shama 9. Reconciling Marketing with Political Science: Theories of Political Marketing 111 Dominic Wring 10. A Model of Primary Voter Behavior 125 Bruce I. Newman and Jagdish N. Sheth 11. The Product, Sales and Market-oriented Party: How Labour Learnt to Market the Product, Not Just the Presentation 143 Jennifer Lees-Marshment 12. A Critique of the Lees-Marshment Market-oriented Party Model 155 Robert P. Ormrod 13. Marketing the Political Product 165 David M. Reid 14. ACORN in the Political Marketplace 181 D.A Yorke and Sean A. Meehan 15. Effects of Political Advertising 197 Charles Atkin and Gary Heald 16. Political Advertising: A Neglected Policy Issue in Marketing 211 Michael L. Rothschild
vi Contents 17. Strategies for Success from the Political Marketers 239 Phillip B. Niffenegger 18. Money, Mail and Markets: Reflections on Direct Mail in American Politics 249 Nicholas O'Shaughnessy and Gillian Peele 19. Political Marketing and Party Development in Britain: A "Secret" History 263 Dominic Wring 20. Marketing and Political Campaigning: Mutually Exclusive or Exclusively Mutual? 279 Paul R. Baines and John Egan 21. Exploring the Positioning Process in Political Campaigning 293 Paul R. Baines, Barbara R. Lewis and Sir Bernard Ingham 22. "Market" Classification and Political Campaigning: Some Strategic Implications 305 Paul R. Baines, Ross Brennan and John Egan Volume II The Political Marketing Mix: Strategy and Implementation 23. The Application of Marketing to British Politics 1 Gareth Smith and John Sounders 24. The "Gender Gap" in Voter Attitudes and Behavior: Some Advertising Implications 13 Bruce I. Newman and Jagdish N. Sheth 25. The Political Marketing Planning Process: Improving Image and Message in Strategic Target Areas 35 Paul R. Baines, Phil Harris and Barbara R. Lewis 26. Product Attribute-based Voter Segmentation and Resource Advantage Theory 49 Paul R. Baines, Robert M. Worcester, David Jarrett and Roger Mortimore 27. Market Segmentation and Product Differentiation in Political Campaigns: A Technical Feature Perspective 85 Paul R. Baines, Robert M. Worcester, David Jarrett and Roger Mortimore 28. Building a Political Brand: Ideology or Voter-driven Strategy 107 Peter Reeves, Leslie de Chernatony and Marylyn Carrigan 29. Strategic Political Segmentation: A New Approach for a New Era of Political Marketing 119 Gareth Smith and Andy Hirst 30. Positioning Political Parties: The 2005 UK General Election 137 Gareth Smith 31. New Labour: A Study of the Creation, Development and Demise of a Political Brand 151 Jon White and Leslie de Chernatony
Contents vii 32. Spin Doctoring in British and German Election Campaigns: How the Press Is Being Confronted with a New Quality of Political PR 157 Frank Esser, Carsten Reinemann and David Fan 33. Negative versus Positive Television Advertising in U.S. Presidential Campaigns, 1960-1988 183 Lynda Lee Kaid and Anne Johnston 34. Negative Political Advertising: Some Empirical Findings 197 Sharyne Merritt 35. Political Advertising Believability and Information Source Value during Elections 217 Aron O'Cass 36. Researching Political Markets: Market-oriented or Populistic? 235 Paul R. Baines and Robert M. Worcester 37. Negativity in the Evaluation of Political Candidates 251 Jill G. Klein and Rohini Ahluwalia 38. Speaking Truth to Power? Pollsters as Campaign Advisers 275 Dennis Kavanagh 39. The Dynamics of Voter Behavior and Influence Processes in Electoral Markets: A Consumer Behavior Perspective 287 Aron O'Cass and Anthony Pecotich 40. The Permanent Campaign: The Integration of Market Research Techniques in Developing Strategies in a More Uncertain Political Climate 303 Nick Sparrow and John Turner 41. Promoting Distrust? A Chronicle of the 2005 British General Election Advertising Campaigns 323 Janine Dermody and Stuart Hanmer-Lloyd 42. The Value of Party Election Broadcasts for Electoral Engagement: A Content Analysis of the 2001 British General Election Campaign 347 Richard Scullion and Janine Dermody 43. Long-term Performance of Political Parties: Towards a Competitive Resource-based Perspective 371 Richard Lynch, Paul R. Baines and John Egan 44. The EU Constitution and the British Public: What the Polls Tell Us about the Campaign that Never Was 389 Paul R. Baines and Mark Gill Volume III Ethics, Practices, and Advances in Political Marketing 45. The Political Brand: A Consumer Perspective 1 Gareth Smith and Alan French 46. Friends and Relations: Long-term Approaches to Political Campaigning 19 Dianne Dean and Robin Croft
viii Contents 47. Political Advertising: Why Is It So Boring? 41 Margaret Scammell and Ana I. Langer 48. Political Advertising and Information Seeking: Comparing Exposure via Traditional and Internet Channels 63 Lynda Lee Kaid 49. The Professionalization of Political Communication: Continuities and Change in Media Practices 79 Ralph Negrine and Darren G. Lilleker 50. Constructivist Mind: False Memory, Freedom, and Democracy 97 Wojciech Cwalina and Andrzej Falkowski 51. Marketing the Political Message: American Influences on British Practices 111 Paul R. Baines 52. The Ethics of Political Marketing Practices, the Rhetorical Perspective 135 Steve Banker 53. The Strategy to Market Fine Gael in 1981 143 David M. Farrell 54. An Investigation into the Relationship between Political Activity Levels and Political Market Orientation 157 Robert P. Ormrod and Stephan C. Henneberg 55. Machiavellian Marketing: The Development of Corporate Lobbying in the UK 177 Phil Harris and Andrew Lock 56. Political Relationship Marketing: Some Macro/Micro Thoughts 195 Stephan C. Henneberg and Nicholas J. O'Shaughnessy 57. Interpreting Discourse: A Critical Discourse Analysis of the Marketing of an Extreme Right Party 225 Mona Moufahim, Michael Humphreys, Darryn Mitussis and James Fitchett 58. Selling Terror: The Symbolization and Positioning of Jihad 249 Nicholas J. O'Shaughnessy and Paul R. Baines 59. The Dark Side of Political Marketing: Islamist Propaganda, Reversal Theory and British Muslims 265 Paul R. Baines, Nicholas J. O'Shaughnessy, Kevin Moloney, Barry Richards, Sara Butler and Mark Gill 60. Toward an Ethical Framework for Political Marketing 283 Nicholas O'Shaughnessy 61. The Wisdom of the War Room: US Campaigning and Americanization 299 Margaret Scammell 62. Does the European Union (EU) Need a Propaganda Watchdog Like the US Institute of Propaganda Analysis to Strengthen Its Democratic Civil Society and Free Markets? 323 Johanna Fawkes and Kevin Moloney 63. The "Americanisation" Myth in European Political Markets: A Focus on the United Kingdom 339 Paul R. Baines, Christian Scheucher and Fritz Plasser
Contents ix 64. Template Revolutions: Marketing U.S. Regime Change in Eastern Europe 359 Gerald Sussman and Sascha Krader 65. Measuring the Effect of Political Advertising and the Case of the 1995 Irish Divorce Referendum 379 Phil Harris, Andrew Lock and Nicholas O'Shaughnessy 66. When the British Tommy" Went to War, Public Opinion Followed 393 Paul R. Baines and Robert M. Worcester 67. The Labour Campaign 413 Dominic Wring 68. Political Marketing: The Cause of an Emerging Democratic Deficit in Britain? 427 Darren G. Lilleker