Winning Elections With Political Marketing (Hardcover)

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: Americas 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 “Beyond 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 Theyre 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) Running for President The Candidates Pre-Primary Stage The Primaries Conclusion Appendix: Official Candidates for Presidency—Republican, Democratic, and Principal Third Party Chapter 9. Running Clean 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