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Introduction

Political Marketing in the 21st Century

Authored by: Jennifer Lees-Marshment

Routledge Handbook of Political Marketing

Print publication date:  November  2011
Online publication date:  March  2012

Print ISBN: 9780415579933
eBook ISBN: 9780203349908
Adobe ISBN: 9781136597442

10.4324/9780203349908.ch1

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Abstract

The Routledge Handbook of Political Marketing offers cutting-edge, fresh perspectives on how politicians, parties and governments can use political marketing to develop a more productive relationship with the public. Each chapter outlines a different topic, previous research in that area, presents new research, and then reflects on what works, the impact on politics and democracy and the way forward for research or practice. The chapters are written by leading and emerging scholars around the world, ensuring that the content is international in outlook. Aside from the worth of individual chapters, collectively this produces advice for practitioners, considerations for academics, and a sense not just of the field’s progress to date but how it may develop in future. This provides a flagship work in the field that will not only be an accessible introduction to the field but will set the direction of research in the years to come.

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