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.
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Notes
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While every attempt was made to interview practitioners from a range of parties within available resources and the timeframe, responses to some invitations, including to the Maori Party and NZ First, were not forthcoming.
References
Interviews
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.
de Joux, Jo. (2018). Author interview with National strategist/Campaign advisor, Thursday 15 March, by phone.
Farrar, David. (2018). Author interview with National Market researcher, Curia research, 23 March, by phone.
Helm, Sarah. (2018). Interview with the former 2017 Greens Campaign director and General Manager, conducted by Research Assistant Edward Elder by Skype, 9 February.
Jones, Neale. (2018). Author interview with the former Labour Chief of Staff/Political Director, Wednesday 13 March, by phone.
Kirton, Andrew. (2018). Interview with the 2017 Labour campaign manager and General Secretary, conducted by Research Assistant Edward Elder by phone, 2 February.
Light, Damian. (2018). Interview with former United Future leader, conducted by Research Assistant Edward Elder, in person, 19 March.
Seymour, David. (2018). Interview with ACT Party Leader, conducted by Research Assistant Edward Elder, in person, 9 February.
Talbot, David. (2018). Author interview with Labour Market researcher, UMR, 19 March, by phone.
Academic Literature
Creswell, John W. & Cheryl N. Poth. (2018). Qualitative inquiry & research design: Choosing among five approaches (4th ed). Thousand Oaks, CA: Sage.
Elder, E. (2016). Marketing leadership in government: Communicating responsiveness, leadership and credibility. Palgrave Studies in Political Marketing and Management.
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.
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.
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.
Robinson, C. (2010). ‘Political advertising and the demonstration of market orientation.’ European Journal of Marketing: Special Issue on Political Marketing, 44(3): 451–460.
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Lees-Marshment, J. (2018). Conclusion: Political Marketing and Management Lessons for Research and Practice. In: Lees-Marshment, J. (eds) Political Marketing and Management in the 2017 New Zealand Election. Palgrave Studies in Political Marketing and Management. Palgrave Pivot, Cham. https://doi.org/10.1007/978-3-319-94298-8_8
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