Political Management and Marketing

Authored by: Wojciech Cwalina , Andrzej Falkowski , Bruce I. Newman

Routledge Handbook of Political Management

Print publication date:  August  2008
Online publication date:  March  2010

Print ISBN: 9780415962254
eBook ISBN: 9780203892138
Adobe ISBN: 9781135897499

10.4324/9780203892138.ch6

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Abstract

Politicians are in the business of selling hope to people. This hope is related to convincing people that it is this particular politician or political party that guarantees, as Jenny Lloyd1 puts it, successful management of national security, social stability and economic growth on behalf of the electorate. From this perspective, the major challenge to the political market is to connect a politician’s words, actions and vision into a realistic transformation of the electorate’s dreams and aspirations.2

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