Political Marketing and the 2008 New Zealand Election: A Comparative Perspective

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    12 Citations (Scopus)

    Abstract

    Political marketing is a growing phenomenon and few political parties would seek to compete in an election without utilising at least some of its tools to help them understand their market and compete more effectively. The current range of tools available includes pre-election strategy, branding, e-marketing, opposition research, multiple forms of direct marketing and GOTV utilising market segmentation, tangibility tools, insights marketing and leadership re-marketing. New developments in practice transfer quickly between countries. In the 2008 New Zealand election, both major parties, Labour and National, utilised different aspects of political marketing with varied effects, showing the importance and limitations of global strategies, as well as the need for parties to utilise all aspects of political marketing for government and re-election.

    Original languageEnglish
    Pages (from-to)457-475
    Number of pages19
    JournalAustralian Journal of Political Science
    Volume44
    Issue number3
    Early online date4 Aug 2009
    DOIs
    Publication statusPublished - Sept 2009

    ASJC Scopus subject areas

    • Sociology and Political Science

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