94 research outputs found
Political marketing and Party development in Britain: a 'secret' history
During the 1992 general election analysts took great interest in scrutinising the
work of once largely neglected party strategists. On one occasion a routine ITN
lunchtime news item featuring presenter John Suchet and experienced
Westminster based journalists Julia Langdon and Michael White ended a
discussion on the now imminent campaign alluding to the supposed ability of the
‘marketing men’ to dictate the likely course of events. By no means an isolated
event, such interchanges help highlight the way in which some of the most
informed political commentators now view the modern electoral process.
Nevertheless this view is not necessarily shared by the candidates, at least in
public. Dennis Kavanagh has noted that leading politicians are often loathe to
admit the important strategic role that marketing plays less it detracts from their
own status or else upsets influential elements in the party[1]. For these and other
reasons the history of political marketing in Britain cannot necessarily be found in
official party sources
Images of Labour: the progression and politics of party campaigning in Britain
This paper looks at the continuities and changes in the nature of
election campaigns in Britain since 1900 by focusing on the way campaigning
has changed and become more professional and marketing driven. The piece
discusses the ramifications of these developments in relation to the Labour
party's ideological response to mass communication and the role now played by
external media in the internal affairs of this organisation. The paper also seeks
to assess how campaigns have historically developed in a country with an
almost continuous, century long cycle of elections
The 'Tony' Press: media coverage of the election campaign
The 'Tony' Press: media coverage of the election campaig
Selling socialism: the marketing of the 'very old' British Labour Party
The present incarnation of Britain’s leading social democratic party as ‘New’ Labour
underlines the relevance and importance of marketing to politics. Management discourse
now permeates the modern electoral process. During the 1990s leader Tony Blair aided by
key acolytes such as Philip Gould and Peter Mandelson used marketing techniques and
thinking to recreate a brand identity in keeping with their cautious programme for government.
In doing so they followed on from their previous work on behalf of Blair’s predecessor, Neil
Kinnock. During the Kinnock era the party had undergone a fundamental change akin to a
business evolving from a sales to a marketing driven strategic approach. Key contemporary
accounts of Labour have tended to reinforce the politicians’ emphasis on the novelty and
radical departure involved in their respective projects of organisational reform (Hughes and
Wintour,1990; Gould,1998). This, however, is to ignore the role and work played by
marketing techniques, personnel and thinking in earlier incarnations of what has often been
portrayed as a traditional, conservative organisation
Reconciling marketing with political science: theories of political marketing
This paper has two broad aims: to trace the theoretical development of
political marketing and then demonstrate how these concepts can be used in
the analysis of election campaigns. Electioneering is not the sole
manifestation of marketing in politics but it is the most obvious, a point
underlined by recent work addressing the prominent role now played by
political marketing in a parliamentary democracy like Britain (Franklin
1994; Kavanagh 1995; Scammell 1995). Whilst much of this material
understandably concentrates on the once neglected work of campaign
practitioners, the more theoretical explorations of the intersection between
marketing and politics have tended to appear in management journals
(Shama 1976; Smith and Saunders 1990; Butler and Collins 1994). This
paper intends to explore the relationship from a political science
perspective
From mass propaganda to political marketing: the transformation of Labour Party election campaigning
The rise and growing importance of political marketing is self-evident in many of the major
western democracies. The innovative Conservative party campaign effort of 1979 is
sometimes referred to as a major watershed in the development of the phenomenon in
Britain. Results of that election proved a vital component in the respective success of both
the agency and client organisation. Victory heralded the beginning of three Thatcher led
majority governments as well as the start of a period of commercial success for the party's
consultants
The media and politics : influencing intra- as well as inter-party debates
The media and politics : influencing intra- as well as inter-party debate
The marketing colonisation of political campaigning
The marketing colonisation of political campaignin
Labouring the Point: Operation Victory and the Battle for the Second Term
Labour’s second landslide victory of 2001 seemed inevitable given the almost
continuous public support for the government through its first term. This paper
considers the ways in which the party attempted to maintain and cultivate the
electorate’s backing during the last four weeks or ‘short’ campaign. Perhaps
fearing apathy more than the Conservatives Labour launched ‘Operation
Turnout’ in order to mobilise its core supporters. Though this attempt failed to
boost electoral participation the party nevertheless achieved another major
victory. In this so-called ‘apathetic landslide’ Labour was able to strategically
outmanoeuvre their principal opponents the Conservatives. Interestingly the
more telling and potentially compromising criticisms of government policy and
party procedure came from sympathisers. These and other points will be
examined with recourse to a marketing analysis of the Labour campaign
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