راهنمای روتلج در بازاریابی سیاسی ۲۰۱۲
Routledge Handbook of Political Marketing 2012

1. Cover Page

2. Half Title Page

3. Title Page

4. Copyright Page

5. Dedication

6. Contents

7. List of Figures

8. List of Tables

9. List of Contributors

1 Introduction Political Marketing in the 21st Century

11. Part I Understanding the Market, Gathering Ideas and Debate

2 The role of opinion research in setting campaign strategy

3 Political marketing and segmentation in aging democracies

4 Strategic voter selection

5 Government public opinion research and consultation Experiences in deliberative marketing

6 Co-creating the future

17. Part II Product Development, Branding and Strategy

7 Political party market orientation in a global perspective

8 Niche marketing the greens in canada and scotland

9 Political branding in the modern age Effective strategies, tools and techniques

10 The politics of hope The Democratic Party and the institutionalisation of the Obama brand in the 2010 mid-term elections

22. Part III Internal Marketing

11 Internal party political relationship marketing Encouraging activism amongst local party members

12 Party members as part-time marketers Using relationship marketing to demonstrate the importance of rank-and-file party members in election campaigns

13 Yes we can (fundraise) The ethics of marketing in political fundraising

14 Political parties and direct marketing Connecting voters and candidates more effectively

15 The party official as political marketer The Australian experience

28. Part IV Communicating and Connecting with the Public

16 Campaigning in the 21st century Change and continuity in american political marketing

17 Selling Sarah Palin Political marketing and the ‘Walmart Mom'

18 Populism as political marketing technique

19 Something old, something new? Modelling political communication in the 2010 UK general election

20 Interacting leaders

21 Underused campaigning tools Political public relations

22 Political marketing in an online election environment Short-term sales or long-term relationships?

36. Part V Government Marketing – Delivery, Policy and Leadership

23 Delivering in government and getting results in minorities and coalitions

24 Advocacy coalitions strategies Tensions about legitimacy in environmental causes

25 Branding public policy

26 The use of public opinion research by government Insights from american and canadian research

27 Making space for leadership The scope for politicians to choose how they respond to market research

28 Conclusion New directions in political marketing practice, political marketing and democracy, and future trends

43. Index