영문목차
Contents
List of case studies and contributor details x
List of tables xvii
List of boxes xviii
Preface xx
Introduction 1
1 The political market and the rise of the political consumer 5
2 What is political marketing? 22
3 Political marketing strategy 40
4 Understanding the market: market intelligence, consultation and participation 76
5 Product development and branding 108
6 Internal marketing: marketing to volunteers and the party 141
7 Marketing Communication and Campaigns 162
8 Marketing in government: Delivering and staying in touch 199
9 Global knowledge transfer 236
10 Political Marketing and Democracy 266
Index 293