Conclusion: Political Marketing and Management Lessons for Research and Practice

TY - CHAP

T1 - Conclusion

T2 - Political Marketing and Management Lessons for Research and Practice

AU - Lees-Marshment, Jennifer

N1 - Copyright: © The Author(s) 2018.

PY - 2018

Y1 - 2018

N2 - This chapter offs a pragmatism-philosophy-driven analysis of the book findings with additional insights from interviews with practitioners from National, Labour, the Greens, ACT, and United Future, providing lessons for research and practice in New Zealand and globally. For academics, it notes the importance of market-oriented behaviour, the need to align policies with the views of undecided voters and key target markets, differentiate from other parties, develop and communicate the leaders brand in terms of competence as well as relatability and understand the party brand is influenced by the leader not just specific policies. For practitioners it offers advice for specific parties and generic lessons such as the need to plan but be flexible, to create a close relationship between market researchers and party decision-makers, differentiate between parties, understand and manage the party’s existing brand perception, and that delivery is the qualification parties need to win elections.

AB - This chapter offs a pragmatism-philosophy-driven analysis of the book findings with additional insights from interviews with practitioners from National, Labour, the Greens, ACT, and United Future, providing lessons for research and practice in New Zealand and globally. For academics, it notes the importance of market-oriented behaviour, the need to align policies with the views of undecided voters and key target markets, differentiate from other parties, develop and communicate the leaders brand in terms of competence as well as relatability and understand the party brand is influenced by the leader not just specific policies. For practitioners it offers advice for specific parties and generic lessons such as the need to plan but be flexible, to create a close relationship between market researchers and party decision-makers, differentiate between parties, understand and manage the party’s existing brand perception, and that delivery is the qualification parties need to win elections.

KW - New Zealand

KW - Political marketing

KW - 2017 Election

KW - Branding

KW - Vote Compass

U2 - 10.1007/978-3-319-94298-8_8

DO - 10.1007/978-3-319-94298-8_8

M3 - Chapter (peer-reviewed)

SN - 9783319942971

T3 - Palgrave Studies in Political Marketing and Management

SP - 117

EP - 137

BT - Political Marketing and Management in the 2017 New Zealand Election

A2 - Lees-Marshment, Jennifer

PB - Palgrave Macmillan

CY - Switzerland

ER -