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Political Marketing and British Political Parties. 2nd ed. 政治的マーケティングとイギリスの政党 第2版
・ISBN 978-0-7190-7719-7 paper GB£ 25.00
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| 著者・編者 | Lees-Marshment, Jennifer, |
|---|---|
| 出版社 | (Manchester U. Pr., UK) |
| 出版年月 | 2008 |
| ページ数 | 304 pp. |
| 言語 | ENG |
| ニュース番号 | ＜550-1027＞ |
解説
The first edition of this book demonstrated that British political parties now attempt to offer a complete product that will appeal to a majority of voters, rather than being influenced by a political ideology and firm belief system.
This new edition provides an updated and more in-depth exploration of the political marketing approach, including analysis of the 2001 and 2005 elections. It re-presents the influential theory of market, sales and product-oriented parties, discussing the potential and the limits of consumerism, and the need to blend business concepts with a traditional understanding of politics.
Lee-Marshment examines Blair's New Labour government in order to draw out lessons on delivery, maintaining market intelligence and the effect of changing to a leadership approach that goes against country and party. Analysis of the Conservatives in opposition shows how the best intentions of party leaders to implement a market-orientation can be thwarted by internal resistance and traditional party elites.
Providing a more reflective and critical analysis, the second edition offers a more nuanced discussion on how political parties can not only win elections but govern successfully.