"Political Marketing" is the first comprehensive textbook to focus on political marketing, and introduces students to how candidates, parties, elected officials and governments around the world utilise marketing concepts and tools to win elections and remain in office. Drawing on the latest theoreti[...]

Political marketing has become a global phenomenon as parties try to copy the market-oriented approach employed by Tony Blair to win power for New Labour in 1997. Increasingly voters choose parties like consumers choose products, and this study looks at how some political parties, such as Sinn Fein,[...]