紹介
This book offers a critical study of the way in which traditional market logic - derived from mainstream economics and managerial marketing - is commonly applied to democratic politics, within both political science and the relatively new but rapidly expanding field of political marketing. Traditional approaches ignore systemic contexts, and have rendered invisible the fundamental workings of party-centred political systems. The author starts by providing a through and wide-ranging critical assessment of the theoretical underpinnings of the contemporary political marketing literature, and its market-based political science. Using a relationship marketing perspective, the author goes on to offer a re-conceptualisation of these political spheres in terms of 'markets' which addresses the theoretical inadequacies of prior research. She closes by examining some of the most important practical implications that this alternative approach to party-centred politics may have for the marketing efforts of contemporary membership parties.
This book will be essential reading to all those interested in party-centred politics and political marketing, as well as students and scholars of democratic politics in general.
目次
Preface
Part I Conceptual Whys and Contextual Wherefores: Some background and an introduction
Argument and theoretical ambitions
The contexts and some further clarifications.
Part II Understanding Markets and Marketing - Two Important Frameworks: The managerial perspective
The relational perspective
A comparison of the two.
Part III Political Marketing - Theorising Politics as 'Market': Contemporary political marketing - review and critique
A relational approach to party-centred politics
Some normative implications and a conclusion
Bibliography
Index.
