Political Marketing and Management in the 2020 New Zealand General Election

This book explores political marketing and management in New Zealand's general elections, focusing on the COVID-19 pandemic. It provides insights into political strategy, Vote Compass, market research, political branding, delivery marketing, targeting, and political communication.

Format: Hardback
Length: 186 pages
Publication date: 25 October 2021
Publisher: Springer Nature Switzerland AG

This comprehensive book serves as the second installment in the esteemed Palgrave Studies in Political Marketing and Management series, dedicated to exploring political marketing and management in the context of New Zealand's general elections. Co-edited by esteemed political marketing experts Edward Elder and Jennifer Lees-Marshment from the University of Auckland, this authoritative text brings together a diverse range of contributions from both academics and practitioners. Spanning a wide array of topics, including political strategy, Vote Compass, market research, political branding, delivery marketing, targeting, and political communication, this book offers invaluable insights into the realm of political marketing and management.

Moreover, its significance extends beyond New Zealand's borders, as it delves into the critical role of political marketing and management during the global health crisis, specifically the COVID-19 pandemic. By examining the strategies employed by political leaders, parties, and campaigners during this challenging period, this book provides valuable practical knowledge that can be applied to political contexts worldwide.

The book is organized into five distinct chapters, each contributing to a deeper understanding of political marketing and management in New Zealand. The first chapter provides an overview of the political landscape in New Zealand, including the country's political system, key political parties, and the role of elections in shaping the country's political agenda. This foundational chapter sets the stage for the subsequent chapters, which delve into the various aspects of political marketing and management.

Chapter Two explores the role of political strategy in shaping election outcomes. The authors examine the strategies employed by political parties and candidates, including issue selection, messaging, and campaign tactics, and discuss how these strategies can influence voter behavior and election outcomes. This chapter also highlights the importance of data-driven decision-making in political marketing and management, emphasizing the use of market research and analytics to inform political strategy.

Chapter Three delves into the use of Vote Compass, a popular tool used in New Zealand to assist voters in understanding their political preferences. The authors provide an in-depth analysis of Vote Compass, its development, and its impact on political communication and voter behavior. They also discuss the challenges and limitations of using Vote Compass and explore alternative approaches to understanding voter preferences.

Chapter Four explores market research and its role in political marketing and management. The authors discuss the various methods used in market research, including surveys, focus groups, and interviews, and explore how these methods can be used to gather insights into voter preferences, campaign messaging, and political branding. They also highlight the importance of ethical considerations in market research and discuss the challenges of conducting research during a global health crisis.

Chapter Five examines political branding and its impact on voter perception and engagement. The authors explore the concept of political branding, including its definition. The authors discuss the strategies employed by political parties. The authors discuss the strategies employed by political parties, including issue selection, messaging, and campaign tactics, and discuss how these strategies can influence voter behavior and election outcomes. This chapter also highlights the importance of authenticity and consistency in political branding, emphasizing the need for political parties and candidates to maintain a clear and consistent message across all channels of communication.

In conclusion, this book serves as a valuable resource for scholars, researchers, and practitioners interested in political marketing and management. It provides a comprehensive and interdisciplinary approach to understanding the complex dynamics of political marketing and management in New Zealand and beyond. By examining the use of political marketing and management during the COVID-19 pandemic, this book offers valuable insights into the challenges and opportunities that political leaders. It provides valuable insights into the challenges and opportunities that political leaders, parties, and campaigners face in the digital age, and offers practical strategies for navigating these challenges and maximizing the potential of digital marketing and management in political contexts.

The authors of this book have extensive experience in the field of political marketing and management, and their contributions are insightful and thought-provoking. The book is well-organized, with clear headings and subheadings that make it easy to navigate. The language is clear and concise, making it accessible to a wide range of readers, including those with limited knowledge of political science or marketing. Overall, this book is a must-read for anyone interested in political marketing and management, and it will be of particular interest to scholars, researchers, and practitioners working in the field of political science, marketing, and communication.

Weight: 420g
Dimension: 210 x 148 (mm)
ISBN-13: 9783030773328
Edition number: 1st ed. 2021