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Conclusion: Political Marketing and Management Lessons for Research and Practice

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

Abstract

This chapter offs a pragmatism-philosophy-driven analysis of the book findings with additional insights from interviews with practitioners from National, Labour, the Greens, ACT, and United Future, providing lessons for research and practice in New Zealand and globally. For academics, it notes the importance of market-oriented behaviour, the need to align policies with the views of undecided voters and key target markets, differentiate from other parties, develop and communicate the leaders brand in terms of competence as well as relatability and understand the party brand is influenced by the leader not just specific policies. For practitioners it offers advice for specific parties and generic lessons such as the need to plan but be flexible, to create a close relationship between market researchers and party decision-makers, differentiate between parties, understand and manage the party’s existing brand perception, and that delivery is the qualification parties need to win elections.

Keywords

Political marketing Market orientation Targeting Delivery Political brands 

References

Interviews

  1. Compton, Gwynn. (2018). Interview with the former Deputy Director Digital and New Media, National Party Leader’s Office, conducted by Research Assistant Edward Elder, by Skype, 22 March.Google Scholar
  2. de Joux, Jo. (2018). Author interview with National strategist/Campaign advisor, Thursday 15 March, by phone.Google Scholar
  3. Farrar, David. (2018). Author interview with National Market researcher, Curia research, 23 March, by phone.Google Scholar
  4. Helm, Sarah. (2018). Interview with the former 2017 Greens Campaign director and General Manager, conducted by Research Assistant Edward Elder by Skype, 9 February.Google Scholar
  5. Jones, Neale. (2018). Author interview with the former Labour Chief of Staff/Political Director, Wednesday 13 March, by phone.Google Scholar
  6. Kirton, Andrew. (2018). Interview with the 2017 Labour campaign manager and General Secretary, conducted by Research Assistant Edward Elder by phone, 2 February.Google Scholar
  7. Light, Damian. (2018). Interview with former United Future leader, conducted by Research Assistant Edward Elder, in person, 19 March.Google Scholar
  8. Seymour, David. (2018). Interview with ACT Party Leader, conducted by Research Assistant Edward Elder, in person, 9 February.Google Scholar
  9. Talbot, David. (2018). Author interview with Labour Market researcher, UMR, 19 March, by phone.Google Scholar

Academic Literature

  1. Creswell, John W. & Cheryl N. Poth. (2018). Qualitative inquiry & research design: Choosing among five approaches (4th ed). Thousand Oaks, CA: Sage.Google Scholar
  2. Elder, E. (2016). Marketing leadership in government: Communicating responsiveness, leadership and credibility. Palgrave Studies in Political Marketing and Management.CrossRefGoogle Scholar
  3. Lees-Marshment, J. (2008). ‘Managing a market-orientation in government: Cases in the U.K. and New Zealand,’ in The routledge handbook of political management, edited by Dennis W. Johnson. New York: Taylor and Francis, pp. 524–236.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, C. (2009). ‘Vote for me: Political Advertising in 2008,’ in Informing voters: Politics, media and the New Zealand general election 2008, edited by J. Hayward & C. Rudd. Auckland: Pearson Education.Google Scholar
  6. Robinson, C. (2010). ‘Political advertising and the demonstration of market orientation.’ European Journal of Marketing: Special Issue on Political Marketing, 44(3): 451–460.CrossRefGoogle Scholar

Copyright information

© The Author(s) 2018

Authors and Affiliations

  1. 1.University of AucklandAucklandNew Zealand

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