Advertisement

Introduction: Political Marketing and Management in New Zealand

  • Jennifer Lees-Marshment
Chapter
Part of the Palgrave Studies in Political Marketing and Management book series (Palgrave Studies in Political Marketing and Management)

Abstract

This chapter sets the scene of how political marketing is used in New Zealand just like other established democracies but adding context about the 2017 Election. It notes how the election was very unpredictable, with a change in the Labour and Greens leadership just before the campaign started, and that National won the most votes and seats but lost control of government due to the decision by minor party NZ First. Jacinda Ardern, elected Labour leader just 8 weeks before the election, when the party was languishing in the polls, became Prime Minister. This chapter introduces the rest of the book, outlining how the different chapters will seek to explain the result by covering varied aspects of political marketing, drawing on rich and extensive quantitative and qualitative data.

Keywords

New Zealand Political marketing 2017 Election Branding Vote Compass 

References

  1. Lees-Marshment, J. (2006). ‘Political Marketing.’ In New Zealand Government and Politics, 4th ed., edited by Raymond Miller. Oxford: Oxford University Press, pp. 488–498.Google Scholar
  2. Lees-Marshment, J. (2009). ‘Political marketing and the 2008 New Zealand election: A comparative perspective.’ Australian Journal of Political Science, 44(3): 457–475.CrossRefGoogle Scholar
  3. Lees-Marshment, J. (2012). ‘National and labour’s leadership, branding and delivery in the 2011 New Zealand election’ Chapter 14 in Kicking the Tyres: The New Zealand General Election and Electoral Referendum of 2001, edited by Stephen Levine and Jon Johansson. Wellington: Victoria University Press, pp. 177–189.Google Scholar
  4. Lees-Marshment, J, Y. Dufresne, G. Eady, D. Osborne, C. van der Linden, & J. Vowles. (2015). ‘Vote Compass in the 2014 New Zealand election: Hearing the voice of New Zealand voters.’ Political Science, 67(2): 94–124.CrossRefGoogle Scholar
  5. Robinson, Claire E. (2007). ‘Images of the 2005 campaign’ In The Baubles of office: The New Zealand General election of 2005, edited by Stephen Levin and Nigel S. Roberts. Wellington: Victoria University Press.Google Scholar
  6. Robinson, Claire. (2009). ‘Vote for me’ Political advertising, pp. 73–89, in Informing Voters? Politics, media and the New Zealand Election 2008, edited by Chris Rudd, Janine Hayward and Geoffrey Craig. Pearson Education.Google Scholar
  7. Robinson, Claire. (2010). ‘Political advertising and the demonstration of market orientation.’ European Journal of Marketing, 44(3/4): 451–59.CrossRefGoogle Scholar
  8. Rudd, Chris. (2005). ‘Marketing the message or the messenger?’ In Political Marketing in Comparative Perspective, edited by Darren Lilleker and J. Lees Marshment. Manchester: Manchester University Press, pp. 79–96.Google Scholar

Copyright information

© The Author(s) 2018

Authors and Affiliations

  1. 1.University of AucklandAucklandNew Zealand

Personalised recommendations