| 书目名称 | Political Marketing and Management in the 2017 New Zealand Election | | 编辑 | Jennifer Lees-Marshment | | 视频video | | | 概述 | Provides the first study of political marketing and management in New Zealand.Covers the core aspects of campaign marketing management: market-orientation, branding, communication.Has a strong emphasi | | 丛书名称 | Palgrave Studies in Political Marketing and Management | | 图书封面 |  | | 描述 | This book reveals the market research, strategy, branding and communication behind the unpredictable 2017 New Zealand election result which saw Jacinda Ardern elected Labour leader just 8 weeks before the election to become Prime Minister. Utilising rich data sources that include a 250,000 Vote Compass survey and interviews with key political advisors, it explores the alignment of the policy of National, Labour, the Greens and NZ First with party supporters, demographic segments and undecided voters. It also analyses the leadership communication and branding of the leaders Bill English, Jacinda Ardern and Andrew Little, as well as the advertising by minor parties ACT, the Greens, United Future and the Maori Party. The book provides advice for practitioners, such as: focus on being responsive, communicate delivery competence, differentiate in policy and advertising, build an energetic and charismatic leader brand and be flexible when planning. | | 出版日期 | Book 2018 | | 关键词 | 2017 New Zealand Election; Political Marketing; Political Branding; Vote Compass; Target Markets; Undecid | | 版次 | 1 | | doi | https://doi.org/10.1007/978-3-319-94298-8 | | isbn_ebook | 978-3-319-94298-8Series ISSN 2946-2614 Series E-ISSN 2946-2622 | | issn_series | 2946-2614 | | copyright | The Editor(s) (if applicable) and The Author(s) 2018 |
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发表于 2025-3-21 19:11:18
