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Political Marketing and Governance: Moving towards the Political Partnership Model of Organization

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New Technology, Organizational Change and Governance

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Abstract

As this book demonstrates, there have been significant changes in society that present a challenge to the power balance between the elites and the masses. Political elites need to be more responsive to the public as citizens become increasingly demanding of a say in the political process and want to feel politically empowered. This challenge to political power structures is accompanied with potential solutions: new technology enables interactive communication between politician and voter on a mass level, and politicians have utilized marketing tools from business to better understand and respond to consumerist citizens. As political marketing has become a key part of political practice, politicians have utilized marketing strategy, market-orientation, and branding concepts to design the political product to suit market demand.

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Authors
  1. Jennifer Lees-Marshment
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Editors and Affiliations

  1. Université Sorbonne Nouvelle, France

    Emmanuelle Avril (Professor of Contemporary British Politics and Society) & Christine Zumello (Professor of Contemporary American Politics and Society) (Professor of Contemporary British Politics and Society) &  (Professor of Contemporary American Politics and Society)

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© 2013 Jennifer Lees-Marshment

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Lees-Marshment, J. (2013). Political Marketing and Governance: Moving towards the Political Partnership Model of Organization. In: Avril, E., Zumello, C. (eds) New Technology, Organizational Change and Governance. Palgrave Macmillan, London. https://doi.org/10.1057/9781137264237_14

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