Political Marketing and Management in the 2017 New Zealand Election
Jennifer Lees-Marshment editor
Format:Hardback
Publisher:Birkhauser Verlag AG
Published:31st Jul '18
Currently unavailable, and unfortunately no date known when it will be back
This book reveals the market research, strategy, branding and communication behind the unpredictable 2017 New Zealand election result which saw Jacinda Ardern elected Labour leader just 8 weeks before the election to become Prime Minister. Utilising rich data sources that include a 250,000 Vote Compass survey and interviews with key political advisors, it explores the alignment of the policy of National, Labour, the Greens and NZ First with party supporters, demographic segments and undecided voters. It also analyses the leadership communication and branding of the leaders Bill English, Jacinda Ardern and Andrew Little, as well as the advertising by minor parties ACT, the Greens, United Future and the Maori Party. The book provides advice for practitioners, such as: focus on being responsive, communicate delivery competence, differentiate in policy and advertising, build an energetic and charismatic leader brand and be flexible when planning.
ISBN: 9783319942971
Dimensions: unknown
Weight: 454g
158 pages
1st ed. 2018