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Article
Publication date: 15 September 2022

Edward Elder, Jennifer Lees-Marshment and Neil Thomas Bendle

This paper aims to identify both the traditional and novel forms of marketing behind New Zealand Prime Minster Jacinda Ardern’s landslide victory in the 2020 New Zealand General…

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Abstract

Purpose

This paper aims to identify both the traditional and novel forms of marketing behind New Zealand Prime Minster Jacinda Ardern’s landslide victory in the 2020 New Zealand General Election during the COVID-19 pandemic.

Design/methodology/approach

This research analysed both qualitative and quantitative data, including over 70 primary sources, the perspectives of practitioners, polling and data from surveys with over 450,000 respondents. The qualitative data was analysed interpretively against established theoretical concepts, whereas the quantitative data was analysed through descriptive statistics.

Findings

This research found that COVID-19 drastically changed what the public prioritised, allowing Ardern and Labour to position themselves as guardians of government stability, while camouflaging previous delivery failures. Labour also used a more emergent market-oriented and “polite” populist political marketing strategy.

Research limitations/implications

While the survey data used is not a perfect sample of the population, it is the largest public opinion survey in New Zealand and, given its convergence with other sources, provides valuable insights into political marketing during a crisis more broadly.

Practical implications

This research reinforces marketing’s most important aspect; the market should drive action. How decision makers respond to the market should depend on the environment. Thus, up-to-date market research becomes even more important during a crisis, as the environment changes rapidly. This leaves prior assumptions obsolete and implies strategy needs to be adaptive. Additionally, greater public attention provides governing leaders with the opportunity to present a more well-rounded leadership image.

Originality/value

To the best of the authors’ knowledge, this is the first research to look at marketing while in government and election campaigning in the context of successful management of a global pandemic.

Details

European Journal of Marketing, vol. 56 no. 8
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 3 March 2022

Jennifer Lees-Marshment and Neil Thomas Bendle

Political management is about getting things done in campaigns, parties and government. Political organizations can use management concepts such as strategic planning, human…

Abstract

Purpose

Political management is about getting things done in campaigns, parties and government. Political organizations can use management concepts such as strategic planning, human resources and organizational design to help them achieve their goals. Research into specifically how management is used by political practitioners – political staffers and politicians – in government is limited. This study aims to fill that gap.

Design/methodology/approach

The authors review the limited literature on political management, outline interview methodology, results and conclude with overall lessons drawn out using the qualitative data analysis software NVivo.

Findings

This study identifies the aspects of political management that political practitioners saw as the most important, the difference between managing in business and politics, and why.

Research limitations/implications

This study provides suggestions for what future empirical research should focus on, noting a focus on informal behavior that relate to people and power that are not seen from outside the organization.

Originality/value

The perspectives of high-level practitioners help give a view to what political management really is.

Details

International Journal of Public Leadership, vol. 18 no. 4
Type: Research Article
ISSN: 2056-4929

Keywords

Article
Publication date: 1 October 2001

Jennifer Lees‐Marshment

Comprehensive political marketing informs how parties determine their policies and organisation, not just how they campaign. This article applies the marketing concepts of…

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Abstract

Comprehensive political marketing informs how parties determine their policies and organisation, not just how they campaign. This article applies the marketing concepts of product, sales and market orientation, combined with tools such as market intelligence, to party behaviour as a whole. Producing a comprehensive theoretical framework, it explores how a product, sales and market‐oriented party would behave and go through a marketing process. This framework is used to analyse the British Labour Party, showing how Labour moved from a product‐oriented approach in 1983, through to a sales orientation in 1987, finally achieving a market orientation – and electoral success – in 1997. This demonstrates the potential of political marketing to deepen our understanding of a wide range of political behaviour.

Details

European Journal of Marketing, vol. 35 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 27 March 2009

Alkis Thrassou, Demetris Vrontis and Malcolm H.B. McDonald

This research aims to undertake a business theory application into the political marketing context, examine the degree and nature of its theoretical and practical compatibility…

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Abstract

Purpose

This research aims to undertake a business theory application into the political marketing context, examine the degree and nature of its theoretical and practical compatibility, and develop a preliminary conceptual marketing communications (MCs) framework for small political parties (SPPs) in developed countries.

Design/methodology/approach

The paper is conceptual and incorporates and interrelates the findings of existing business marketing research as applied to the context of political marketing. Through a comprehensive literature review, it adopts a multi‐perspective analysis and interrelation of three dimensions of existing theory: the behavioural, the contextual and the operational dimension. The paper eventually bridges the fields of political and business marketing, identifies the underlying causes of voter behaviour, and distils the critical factors of SPPs' marketing communications success.

Findings

The research identifies a number of critical factors of SPPs' marketing communications success and four principal SPPs' marketing communications findings: an increasing association between business and political marketing, an environmental context that stimulates and nurtures a symbiotic relationship between parties and voters, a predominant association of SPPs' critical factors of success with the concept of “perception management”, and the existence of a number of discrepancies regarding the application of classical marketing theory to SPPs. Based on these findings, the research finally develops a marketing communications framework for SPPs in developed countries.

Research limitations/implications

While the conceptual nature of the research is a methodologically viable approach to understanding the complex interrelation of the elements involved, so early in the development of a contextually new theory, it is also its main limitation. Hence, the research considers the framework produced to be preliminary and that substantial primary research is further required to test and refine the individual framework components and to provide the necessary validity to the framework in its entirety.

Originality/value

The value of the paper relates to its focus on small political parties, which are largely overlooked by existing research. Additionally, the research adds considerable value to academic knowledge on the fundamental discussion on the applicability of business marketing theory to politics, also contributing an analogous political marketing framework to the existing literature.

Details

Marketing Intelligence & Planning, vol. 27 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

Content available
Article
Publication date: 1 October 2005

Stuart Hannabuss

393

Abstract

Details

Journal of Documentation, vol. 61 no. 5
Type: Research Article
ISSN: 0022-0418

Keywords

Article
Publication date: 21 May 2020

Jennifer Capler

This article details a qualitative descriptive case study of affective factors of effective decision-making of one local government organization in the United States of America…

Abstract

Purpose

This article details a qualitative descriptive case study of affective factors of effective decision-making of one local government organization in the United States of America. The specific problem was that many elected American local government representatives lack effective decision-making strategies. This research focus indicated a lack of qualitative research on the real-world experience of factors that were taken into consideration during decision-making within American local government organizations.

Design/methodology/approach

Using a local government organization in southwest Illinois, elected representatives were interviewed and observed. The interviews and observations surfaced how the representatives made decisions. Data were analyzed using manual coding and theming to determine themes and patterns.

Findings

The results produced six themes about factors, including emotional intelligence, which impacted decision-making. They are: (1) remembering the past, (2) communication and respect, (3) spurring economic growth and development, (4) fairness, (5) recognizing and removing emotions and bias and (6) accountability.

Research limitations/implications

Being a single case study, this research is limited in generalization. The research was limited to the identification of current, real-world experience of elected local government representatives.

Practical implications

The findings of this research can be used to create more effective decision-making practices for local government organizations of similar size.

Originality/value

This is the first study to review, in-depth, the decision-making and emotional intelligence factors of local government organizations in the United States of America. The conceptual background, discussion, implications to local government organizations, limitations and recommendations for future studies are discussed.

Details

International Journal of Public Leadership, vol. 16 no. 3
Type: Research Article
ISSN: 2056-4929

Keywords

Article
Publication date: 6 April 2010

Phil Harris and Andrew Lock

The purpose of this paper is to introduce a selection of papers on such subjects as: increased application of marketing to modern politics; the perceptions of its effectiveness …

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Abstract

Purpose

The purpose of this paper is to introduce a selection of papers on such subjects as: increased application of marketing to modern politics; the perceptions of its effectiveness – particularly in closely contested elections; the escalation in funding of campaigns; and the increase in international collaboration.

Design/methodology/approach

There has been a marked increase in the quantity and quality of research since the first EJM special issue in 1996. Political marketing is now in the mainstream of research in marketing. The themes in the earlier special issues are tabulated to provide a comparison with those in this issue. The contributions in each paper are summarised.

Findings

The paper reveals key issues for research. One is the rapid rise in influence of the internet in the political sphere, particularly in blogging and social networking, although it presents major methodological challenges. There is also a need for more studies crossing cultures and electoral systems and empirical work to establish a firm basis for key constructs and relate those to voter attitudes and behaviour.

Originality/value

Drawing on a number of these papers, key issues for research in political marketing going forward are identified.

Details

European Journal of Marketing, vol. 44 no. 3/4
Type: Research Article
ISSN: 0309-0566

Keywords

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