Introduction: Political Marketing and Management in the UK

The introductory chapter provides an overview of the market environment in the UK 2024 election. In the forthcoming chapters, it will be highlighted that the 2024 UK election took place in a landscape of overwhelming public discontent, directed to almost all forces in the political spectrum. The chapters demonstrate how the parties responded to voters' concerns (ch. 2), examine the effect of the leaders’ brand compared to the party brand (ch. 3 & 4), analyse the parties’ persuasion philosophy (ch. 5) and communication tactics (ch. 6), evaluate the leaders’ managerial capacities (ch. 7), assess the local-level effect of governmental policy (ch. 8) and finally review the ethicality of the political marketing used in this election (ch. 9). Although the Labour win was undisputed and overwhelming, a closer analysis of voting behaviour indicates that the result is not one based on a solidified certainty that things will change for the better, but on an impulsive reaction to cast away the possibility of making things worse. The mandate to leaders, representatives and advisors to demonstrate rationality and ethicality when performing their roles, is as popular as ever and the necessity to improve the party brand, remains as crucial as it was before the election.