Political Marketing and Management During a Crisis-Dominated Election: Lessons for Practice and International Research

Abstract

This chapter draws together the lessons from the research of this book for New Zealand as well as global political marketing study and practice. It summarises and synthesises the findings, explores political market research and what voters wanted, strategy, targeting, party and leadership branding, delivery, leadership campaign communication as well as election branding. It also provides research-led advice for New Zealand political parties and practitioners, as well as lessons for international research on political marketing and management during a crisis-dominated election as well as make suggestions for future research.