Political delivery marketing

Jennifer Lees-Marshment

doi:10.4324/9781351136907-8

Political delivery marketing

Jennifer Lees-Marshment

Research output: Chapter in Book/Report/Conference proceeding › Chapter (peer-reviewed) › peer-review

2 Citations (Scopus)

Abstract

Political marketing is most commonly associated with efforts to win an election, but if a politician wins power they need to deliver if they want to implement promised changes and maintain public support. Phil Goff’s political positioning was based on his ability to deliver, which makes his alignment with the literature on political delivery marketing during his first year worth consideration. Political delivery communication should ideally be a mix of showing progress, if not completion, showing that the mayor is working together with other stakeholders, individualising delivery and generating what Michael Barber calls ‘signature moments’ to demonstrate delivery. Political delivery marketing literature provides insights not just for central government, but also ones that can be applied to local government and vice-versa. The structure of local government committees can be used to increase accountability for political delivery from independent political representatives.

Original language	English
Title of host publication	Political Marketing
Subtitle of host publication	Principles and Applications
Place of Publication	London
Publisher	Taylor and Francis Group
Chapter	8
Pages	211-239
Number of pages	29
Edition	3rd
ISBN (Electronic)	9781351136891, 9781351136907
ISBN (Print)	9780815353201
DOIs	https://doi.org/10.4324/9781351136907-8
Publication status	Published - 27 May 2019

ASJC Scopus subject areas

General Social Sciences
General Economics,Econometrics and Finance
General Business,Management and Accounting

Access to Document

10.4324/9781351136907-8

Cite this

@inbook{513b01b996bd41de8fd2fe062805f29a,

title = "Political delivery marketing",

abstract = "Political marketing is most commonly associated with efforts to win an election, but if a politician wins power they need to deliver if they want to implement promised changes and maintain public support. Phil Goff{\textquoteright}s political positioning was based on his ability to deliver, which makes his alignment with the literature on political delivery marketing during his first year worth consideration. Political delivery communication should ideally be a mix of showing progress, if not completion, showing that the mayor is working together with other stakeholders, individualising delivery and generating what Michael Barber calls {\textquoteleft}signature moments{\textquoteright} to demonstrate delivery. Political delivery marketing literature provides insights not just for central government, but also ones that can be applied to local government and vice-versa. The structure of local government committees can be used to increase accountability for political delivery from independent political representatives.",

author = "Jennifer Lees-Marshment",

year = "2019",

month = may,

day = "27",

doi = "10.4324/9781351136907-8",

language = "English",

isbn = "9780815353201",

pages = "211--239",

booktitle = "Political Marketing",

publisher = "Taylor and Francis Group",

address = "United Kingdom",

edition = "3rd",

}

TY - CHAP

T1 - Political delivery marketing

AU - Lees-Marshment, Jennifer

PY - 2019/5/27

Y1 - 2019/5/27

N2 - Political marketing is most commonly associated with efforts to win an election, but if a politician wins power they need to deliver if they want to implement promised changes and maintain public support. Phil Goff’s political positioning was based on his ability to deliver, which makes his alignment with the literature on political delivery marketing during his first year worth consideration. Political delivery communication should ideally be a mix of showing progress, if not completion, showing that the mayor is working together with other stakeholders, individualising delivery and generating what Michael Barber calls ‘signature moments’ to demonstrate delivery. Political delivery marketing literature provides insights not just for central government, but also ones that can be applied to local government and vice-versa. The structure of local government committees can be used to increase accountability for political delivery from independent political representatives.

AB - Political marketing is most commonly associated with efforts to win an election, but if a politician wins power they need to deliver if they want to implement promised changes and maintain public support. Phil Goff’s political positioning was based on his ability to deliver, which makes his alignment with the literature on political delivery marketing during his first year worth consideration. Political delivery communication should ideally be a mix of showing progress, if not completion, showing that the mayor is working together with other stakeholders, individualising delivery and generating what Michael Barber calls ‘signature moments’ to demonstrate delivery. Political delivery marketing literature provides insights not just for central government, but also ones that can be applied to local government and vice-versa. The structure of local government committees can be used to increase accountability for political delivery from independent political representatives.

UR - https://www.scopus.com/pages/publications/85142586741

U2 - 10.4324/9781351136907-8

DO - 10.4324/9781351136907-8

M3 - Chapter (peer-reviewed)

AN - SCOPUS:85142586741

SN - 9780815353201

SP - 211

EP - 239

BT - Political Marketing

PB - Taylor and Francis Group

CY - London

ER -

Political delivery marketing

Abstract

ASJC Scopus subject areas

Access to Document

Other files and links

Fingerprint

Political Marketing: Principles and Applications

Cite this