Titlebook: Political Marketing and the 2015 UK General Election; Darren G. Lilleker,Mark Pack Book 2016 The Editor(s) (if applicable) and The Author(

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Book 2016th what impacts, as well as what we can learn more broadly about marketing at general elections. The chapters are developed to make the topic accessible to non-scholars and to have real-world relevance..

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2946-2614 ons and with what impacts, as well as what we can learn more broadly about marketing at general elections. The chapters are developed to make the topic accessible to non-scholars and to have real-world relevance..978-1-137-58440-3Series ISSN 2946-2614 Series E-ISSN 2946-2622

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Introduction,electorate. Potential voters seek cues to inform them which of the available options will provide the best representation in parliament or in government. Hence the sales campaign is of crucial importance to understanding the strategies and the respective reasons for success and failure.

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Book 2016t a time of intense marketing, including: the communication of party, party leader and candidate brands; the design and dissemination of key messages and policy proposals; identification of target voters; setting out strategies for the campaign; and translating strategies into specific communication