商品詳細

Contemporary party politics is now using a range of modern marketing tools to sell messages and personalities. Understanding the ways in which marketing communication, planning techniques, segmentation, image management and other techniques fit together in the armoury of the political marketer is critical not only for those selling the message, but for business generally. For executives who need to influence policy and academics interested in how the present political system works, this volume explains the marketing concept and the way it applies to the modern European political process. It demonstrates the adoption of specialist communication tools and how they affect referenda, party conferences, campaigning, direct marketing and media management and explores how strategic lobbying can influence the political process. It also examines the ethical issues that these developments create.