Abstract
As this book demonstrates, there have been significant changes in society that present a challenge to the power balance between the elites and the masses. Political elites need to be more responsive to the public as citizens become increasingly demanding of a say in the political process and want to feel politically empowered. This challenge to political power structures is accompanied with potential solutions: new technology enables interactive communication between politician and voter on a mass level, and politicians have utilized marketing tools from business to better understand and respond to consumerist citizens. As political marketing has become a key part of political practice, politicians have utilized marketing strategy, market-orientation, and branding concepts to design the political product to suit market demand.
| Original language | English |
|---|---|
| Title of host publication | New technology, organizational change and governance |
| Editors | Emmanuelle Avril, Christine Zumello |
| Place of Publication | London |
| Publisher | Palgrave Macmillan |
| Chapter | 14 |
| Pages | 218-234 |
| Number of pages | 17 |
| Edition | 1 |
| ISBN (Electronic) | 9781137264237 |
| ISBN (Print) | 9781137264220 |
| DOIs | |
| Publication status | Published - 2013 |
ASJC Scopus subject areas
- General Social Sciences
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