Description
Based upon analysis of existing theoretical literature and current political practice this book addresses both the use of marketing and its impact (real and potential) upon democracy by answering the following:
* Why have politicians adopted political marketing? What are the contextual factors that have led to this?
* How does the political marketing literature model this activity?
* What are the underlying assumptions of these models
* How does political marketing affect democracy?
* How is political marketing best conceptualised and understood in light of this critical analysis?
Table of Contents
Acknowledgements
Introduction.
1. Political marketing: literature and practice
2. …and rational choice theory
3. Implementing marketing in politics
4. Ideology
5. The language of political marketing
6. Marketing and malaise
Conclusion: Political marketing - a challenge to democracy
Bibliography
Author(s)
Heather Savigny,
Dr. Heather Savigny is Lecturer in Politics at the University of East Anglia.
Reviews
This is an important book. Savigny raises issues about the anti-democratic nature of the processes of political marketing - and the failure of political marketing to encourage an active and engaged citizenry - which make this book essential reading for both academics and practitioners.
-- Professor Mick Temple, Professor of Journalism & Politics, Staffordshire University
,
Heather Savigny's The Problem of Political Marketing is an exceptionally timely and important intervention which powerfully exposes and scrutinises the rationales premises at the heart of the new political marketing paradigm. It should be required reading for students and analysts of democratic politics and, indeed, for all those interested in the sources of contemporary political disaffection.
-- Colin Hay, Professor of Political Analysis, University of Sheffield
,