Abstract
A second key area of political marketing is how politicians decide what to offer to the public in relation to public demands. Developing the product and brand involves consideration of a range of factors. Strategy interlinks with several other marketing areas, influencing the product, communication, internal marketing and leadership. Positioning involves more tactical thinking in relation to the competition. This chapter will discuss a range of factors involved in developing the product, strategy, positioning and branding, finishing with a discussion about the need for authenticity.
Strategy is the most important thing for winning and losing elections by any measure.
—Gould (2007)
It is always political ideas that are the currency of politics, if it becomes reduced to a tactical game, then you lose sight of the whole reason to be there … Because it’s a marketplace to do with political values and political ideas; one can play lots of games with that.
—Evans (2006)
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Author information
Authors and Affiliations
Copyright information
© 2011 Jennifer Lees-Marshment
About this chapter
Cite this chapter
Lees-Marshment, J. (2011). Strategic Development. In: The Political Marketing Game. Palgrave Macmillan, London. https://doi.org/10.1057/9780230299511_3
Download citation
DOI: https://doi.org/10.1057/9780230299511_3
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-35944-8
Online ISBN: 978-0-230-29951-1
eBook Packages: Palgrave Political & Intern. Studies CollectionPolitical Science and International Studies (R0)