TY - CHAP
T1 - New Zealand political marketing
T2 - Marketing communication rather than the product?
AU - Lees-Marshment, Jennifer
PY - 2009
Y1 - 2009
N2 - New Zealand is a small country, with only just over four million people, but its’ politicians, journalists and advisors are internationally connected and Helen Clark, the Labour Prime Minister from 1999 to 2008, adopted many ideas from Tony Blair’s UK New Labour. Although two main parties, Labour and National, dominate, proportional representation has fostered a multi-party system and coalition governments. This chapter will focus on Labour and National and consider the potential as well as limitations for political marketing. Like other chapters I will explore the nature of the political system, the use of political marketing techniques, overall strategy and orientation of parties, and current trends and issues.
AB - New Zealand is a small country, with only just over four million people, but its’ politicians, journalists and advisors are internationally connected and Helen Clark, the Labour Prime Minister from 1999 to 2008, adopted many ideas from Tony Blair’s UK New Labour. Although two main parties, Labour and National, dominate, proportional representation has fostered a multi-party system and coalition governments. This chapter will focus on Labour and National and consider the potential as well as limitations for political marketing. Like other chapters I will explore the nature of the political system, the use of political marketing techniques, overall strategy and orientation of parties, and current trends and issues.
UR - http://www.scopus.com/inward/record.url?scp=82255184650&partnerID=8YFLogxK
U2 - 10.4324/9780203869338
DO - 10.4324/9780203869338
M3 - Chapter (peer-reviewed)
AN - SCOPUS:82255184650
SN - 0203869338
SN - 9780203869338
SP - 65
EP - 81
BT - Global Political Marketing
A2 - Lees-Marshment, Jennifer
A2 - Rudd, Chris
A2 - Stromback, Jesper
PB - Routledge
CY - London
ER -