Contents:
Course description
Required reading
Lecture readings
Journals
Reference books
Voyager searches
Databases
Internet sites
Library information

Course description

Prescribed text 

• Lees-Marshment, Jennifer. Political Marketing: Principles and Applications. New York: Routledge: 2009.

Further readings

Titles are cited according to the Chicago Manual of Style. 15th ed.

Note: Course readings may only be used for the University's educational purposes. You may print a copy for your own use, but you may not make a further copy for any other purpose. You may not copy or distribute any part of the reading to any other person. Failure to comply with these terms may expose you to legal action for copyright infringement and/or disciplinary action by the University.

The political market and the rise of the political consumer
What is political marketing?
Political marketing strategy
Understanding the market: market intelligence, consultation and participation
Product development and branding
Internal marketing: marketing to volunteers and the party
Marketing communication and campaigns
Marketing in government: delivering and staying in touch
Global knowledge transfer
Political marketing and democracy
Research update: political marketing and recent elections (e.g. Obama/2008 US, 2008 NZ)

The political market and the rise of the political consumer 

• Bartle, John, and Dylan Griffiths. "Social-Psychological, Economic and Marketing Models of Voting Behaviour Compared." In The Idea of Political Marketing, edited by Nicholas O’Shaughnessy and Stephan Henneberg. Westport, Conn.: Praeger, 2002.
• Campbell, Angus, Philip Converse, Warren Miller, and Donald Stokes. The American Voter. Chicago: University of Chicago Press, 1976.
• Clarke, John. "Consumers, Clients or Citizens? Politics, Policy and Practice in the Reform of Social Care." European Societies, 8, no. 3 (2006): 423-442. Available online via Informaworld
• Gabriel, Yiannis, and Tim Lang. The Unmanageable Consumer. London: Sage, 2006.
• Key, V. O. The Responsible Electorate: Rationality in Presidential Voting 1936–60. New York: Belknap Press, 1966.
• Lane, Robert E. The Loss of Happiness in Market Democracies. New Haven and London: Yale University Press, 2000.
• ---. The Market Experience. Cambridge: Cambridge University Press, 1991.
• Lees-Marshment, Jennifer. Political Marketing and British Political Parties. 2nd ed. Manchester: Manchester University Press, 2008.
• ---. The Political Marketing Revolution: Transforming the Government of the UK. Manchester: Manchester University Press, 2004.
• Lewis, Justin, Sanna Inthorn, and Karin Wahl-Jorgensen. Citizens or Consumers? What the Media Tell us about Political Participation. Maidenhead: Open University Press, 2005.
• Lilleker, Darren. Political marketing: the cause of an emerging democratic deficit in Britain? PSA Conference Paper, 2003. See the internet section.
• Lilleker, Darren, and R. Scullion, eds. Voters or Consumers: Imagining the Contemporary Electorate. Newcastle: Cambridge Scholars Publishing, 2008.
• Mortimore, Roger. "Why Politics Needs Marketing."International Journal of Nonprofit and Voluntary Sector Marketing, special issue on Broadening the Concept of Political Marketing 8, no. 2 (2003): 107-121. Available online via the Library database Business Source Premier.
• Needham, Catherine. "The Citizen as Consumer: E-government in the United Kingdom and the United States." In Electronic Democracy: Mobilisation, Organisation, and Participation Via New ICTs, edited by Rachel K. Gibson, Andrea Rom̈mele, Stephen J. Ward, chap. 3. London: Routledge, 2004.
• ---. Citizen-Consumers: New Labour’s Marketplace Democracy. London: Catalyst Forum, 2003. See the internet section.
• Norris, Pippa, ed. Critical Citizens: Global Support for Democratic Governments. Oxford: Oxford University Press, 1999. Available as an e-book via the Library database Oxford Scholarship Online.
• Pharr, Susan, and Robert Putnam, eds. Disaffected Democracies: What’s Troubling the Trilateral Countries? Princeton, N.J.: Princeton University Press, 2000.
• Savigny, Heather. "The Construction of the Political Consumer, or Politics: What Not to Consume." In Voters or Consumers: Imagining the Contemporary Electorate, edited by D. Lilleker and R. Scullion. Cambridge Scholars Publishing, 2008.
• Scammell, Margaret. "Citizen Consumers: Towards a New Marketing of Politics?" In Media and the Restyling of Politics: Consumerism, Celebrity and Cynicism, edited by John Corner and Dick Pels, chap. 7. London: SAGE, 2003.
• Scullion, Richard. "The Impact of the Market on the Character of Citizenship, and the Consequences of this for Political Engagement." In Voters or Consumers: Imagining the Contemporary Electorate, edited by D. Lilleker and R. Scullion. Cambridge Scholars Publishing, 2008.
• Slocum, Rachel. "Consumer Citizens and the Cities for Climate Protection Campaign." Environment and Planning A 36 (2004): 763-782.
• Spring, Joel. Educating the Consumer-Citizen: A History of the Marriage of Schools, Advertising, and Media. Mahwah, New Jersey: Lawrence Erlbaum , 2003.
• Walsh, Kieron. "Marketing and Public Sector Management." European Journal of Marketing 28, no. 3 (1994): 63-71.

What is political marketing?

• Andreasen, Alan R., and Philip Kotler. Strategic Marketing for Nonprofit Organizations. 7th ed. Upper Saddle River, N.J.: Prentice-Hall, 2008.
• Arndt, Johan. "How Broad Should the Marketing Concept Be?" Journal of Marketing 42, no. 1 (1978): 101-103. Available online via the Library database JSTOR.
• Baines, Paul R., Robert M. Worcester, David Jarrett, and Roger Mortimore. "Market Segmentation and Product Differentiation in Political Campaigns: A Technical Feature Perspective." Journal of Marketing Management 19, no. 1/2 (2003): 225-249. Available online via the Library database Business Source Premier.
• Bannon, Declan P. Internal Marketing and Political Marketing. PSA Annual Conference, University of Leeds, 4-7 April 2005. See the internet section.
• Barber, Stephen. Political Strategy: Modern Politics in Contemporary Britain. Liverpool: Liverpool Academic Press, 2005.
• Bowler, Shaun, and David M. Farrell , eds. Electoral Strategies and Political Marketing. Houndmills, Basingstoke, Hampshire: Macmillan, 1992.
• Butler, Patrick, and Neil Collins. "Strategic Analysis in Political Markets." European Journal of Marketing 30, no. 10/11 (1996): 32-44. Available online via the Library database ABI Inform PQD.
• Collins, Neil, and Patrick Butler. "A Conceptual Framework for Political Marketing." In A Handbook of Political Marketing, edited by Bruce Newman, chap. 4. Thousand Oaks, Calif.: Sage, 1999.
• Butler, Patrick, Neil Collins, and Martin R. Fellenz. "Theory-Building in Political Marketing: Parallels in Public Management." Journal of Political Marketing 6, no. 2/3 (2007): 91-107. Available online via Informaworld.
• Cosgrove, K. M. Midterm Marketing: An Examination of Marketing Strategies in the 2006, 2002, 1998, and 1994 Elections. Paper presented at the annual meeting of the American Political Science Association.2007. See the internet section.
• Dann, Stephen, and others. "Reigniting the Fire: A Contemporary Research Agenda for Social, Political and Nonprofit Marketing." Journal of Public Affairs 7, no. 3 (2007): 291-304. Available online via the Library database Academic Search Premier.
• Hughes, Andrew, and Stephen Dann. "Political Marketing 2006: Direct Benefit, Value and Managing the Voter Relationship." Paper presented at the Australian-New Zealand Marketing Academy Conference, 2006.
• Franklin, Bob. Packaging Politics: Political Communications in Britain’s Media Democracy. London: Edward Arnold, 1994.
• Granik, S."Membership Benefits, Membership Action: Why Incentives for Activism are What Members Want." In Current Issues in Political Marketing, edited by Walter W. Wymer, Jr., Jennifer Lees-Marshment. Binghamton, NY: Best Business Books, 2005.
• Henneberg, Stephan. "Understanding Political Marketing." In The Idea of Political Marketing, edited by Nicholas O’Shaughnessy and Stephan Henneberg. Westport, Conn.: Praeger, 2002.
• ---. "The Views of an Advocatus Dei: Political Marketing and its Critics." Journal of Public Affairs 4, no. 3 (2004): 225-243. Available online via the Library database Academic Search Premier.
• Henneberg, Stephan C., and Nicholas O'Shaughnessy. "Theory and Concept Development in Political Marketing: Issues and an Agenda." Journal of Political Marketing 6, no. 2/3 (2007): 5-31. Available online via Informaworld.
• Hughes, Andrew and Stephen Dann . Political Marketing 2006: Direct Benefit, Value and Managing the Voter Relationship. Paper presented at the Australian-New Zealand Marketing Academy Conference, 2004. See the internet section.
• Jackson, Nigel. "Vote Winner Or A Nuisance: Email And Elected Politicians’ Relationship With Their Constituents." In Current Issues in Political Marketing, edited by Walter W. Wymer, Jr., Jennifer Lees-Marshment. Binghamton, NY: Best Business Books, 2005.
• Jones, Bill, and Michael Moran. "Introduction: Explaining Politics." In Politics UK, edited by Bill Jones. 2nd ed. London: Harvester Wheatsheaf, 1994.
• Kavanagh, Dennis. Election Campaigning: The New Marketing of Politics. Oxford: Blackwell, 1995.
• Kotler, Philip. "A Generic Concept of Marketing." Journal of Marketing 36, no. 3 (1972): 46-54. Available online via the Library database JSTOR. 
• ---. "Strategies for Introducing Marketing into Non-profit Organisations." Journal of Marketing 43, no. 1 (1979): 37-44. Available online via the Library database JSTOR. 
• Kotler, Philip, and Sidney J. Levy . "Broadening the Concept of Marketing." Journal of Marketing 33, no. 1 (1969): 10-15. Available online via the Library database JSTOR 
• Lees-Marshment, Jennifer. "The Marriage of Politics and Marketing." Political Studies 49, no. 4 (2001): 692-713. Available online via the Library database Academic Search Premier. 
• ---. Political Marketing and British Political Parties: The Party's Just Begun. Manchester: Manchester University Press, 2001.
• ---. Political Marketing and British Political Parties. 2nd ed. Manchester: Manchester University Press, 2008.
• ---. Political Marketing: How to Reach that Pot of Gold." Journal of Political Marketing 2, no. 1 (2003): 1-32. Available online via Informaworld.
• ---. The Political Marketing Revolution: Transforming the Government of the UK. Manchester: Manchester University Press, 2004.
• Lilleker, Darren. "What is Political Marketing: A Conceptual Discussion." Paper presented to the annual conference of the Political Studies Association, April 2007. See the internet section.
• Lloyd, Jenny. "Square Peg, Round Hole? Can Marketing-Based Concepts Such as the ‘Product’ and the ‘Marketing Mix’ Have a Useful Role in the Political Arena?" In Current Issues in Political Marketing, edited by Walter W. Wymer, Jr., and Jennifer Lees-Marshment. Binghamton, N.Y.: Best Business Books, 2005.
• Luck, David J. "Broadening the Concept of Marketing - Too Far." Journal of Marketing 33, no. 3 (1969): 53-55. Available online via the Library database JSTOR 
• Mindak, William A., and H. Malcolm Bybee. "Marketing's Application to Fund Raising." Journal of Marketing 35, no. 3 (1971): 13-18. Available online via the Library database JSTOR 
• Moloney, Kevin. "Is Political Marketing New Words or New Practice?" Paper presented to the annual conference of the Political Studies Association, Lincoln, April 6-8, 2004. See the internet section.
• Mullins, Nicholas C., with the assistance of Carolyn J. Mullins. Theories and Theory Groups in Contemporary American Sociology. New York, N.Y.: Harper and Row, 1973.
• Newman, Bruce I. The Marketing of the President: Political Marketing as Campaign Strategy. Thousand Oaks: Sage, 1994.
• ---. The Mass Marketing of Politics: Democracy in an Age of Manufactured Images. Thousand Oaks: Sage, 1999.
• Niffenegger, Phillip B. "Strategies for Success from the Political Marketers." Journal of Consumer Marketing 6, no. 1 (1989): 45-51. Available online via the Library dataase Emerald.
• O’Cass, Aron. "Political Marketing and the Marketing Concept." European Journal of Marketing 30, no. 10/11 (1996): 45–61. Available online via the Library database ABI Inform PQD. 
• Ormrod, Robert P. "A Conceptual Model of Political Market Orientation." Journal of Nonprofit & Public Sector Marketing 14, no. 1/2 (2005): 47-64. Available online via Informaworld.
• O'Shaughnessy, Nicholas J. The Phenomenon of Political Marketing. Macmillan, 1990.
• Robinson, Jim. "Repackaging Our Politicians." NZ Marketing Magazine 23, no. 5 (2004): 12-19. Available online. Click to access the full text.
• Rothschild, Michael. "Marketing Communications in Nonbusiness Situations Or Why it’s So Hard to Sell Brotherhood Like Soap." Journal of Marketing 43, no. 2 (1979): 11–20. Available online via the Library database Business Source Premier. 
• Scammell, Margaret. Designer Politics: How Elections are Won. Basingstoke, Hampshire: Macmillan, 1994. 
• ---. "Political Marketing: Lessons for Political Science." Political Studies 47, no. 4 (1999): 718-39. Available online via the Library database Academic Search Premier. 
• Shama, Avraham. "The Marketing of Political Candidates." Journal of the Academy of Marketing Science 4, no. 4 (1976): 764-77. Available online. Click to access the full text.
• Shapiro, Benson. "Marketing for Non-profit Organisations." Harvard Business Review 51 (1973): 123-32. Available online via the Library database Business Source Premier. 
• Tucker, W.T. "Future Directions in Marketing Theory." Journal of Marketing 38, no. 2 (1974): 30-35. Available online via the Library database JSTOR.
• Wring, Dominic. "Conceptualising Political Marketing: A Framework for Election-Campaign Analysis." In The Idea of Political Marketing, edited by N. J. O’Shaughnessy and S. Henneberg, chap. 6. Westport, Conn.: Praeger, 2002.
• ---. "Political Marketing and Party Development in Britain: A 'Secret' History." European Journal of Marketing 30, no. 10/11 (1996):100-111. Also available online via the Library database ABI Inform PQD.
• ---. "The Politics of Marketing of the Labour Party." Public Administration 84, no. 2 (2006): 502-504. Available online via the Library database Business Source Premier
• Zaltman, Gerald, and Ilan Vertinsky. "Health Service Marketing: A Suggested Model." Journal of Marketing 35, no. 3 (1971): 19-27. Available online via the Library database JSTOR.

Political marketing strategy

• Baines, Paul, and Richard Lynch. "The Context, Content and Process of Political Marketing Strategy." Journal of Political Marketing 4, no. 2/3 (2005): 1-18. Available online via Informaworld.
• Barber, Stephen. Political Strategy: Modern Politics in Contemporary Britain. Liverpool: Liverpool Academic Press, 2005.
• Butler, Patrick, and Neil Collins. "A Conceptual Framework for Political Marketing." In A Handbook of Political Marketing, edited by Bruce I. Newman. Thousand Oaks, Calif.: Sage: 1999.
• Butler, Patrick, and Neil Collins. "Strategic Analysis in Political Markets." European Journal of Marketing 30, no. 10/11 (1996): 25-36. Available online via the Library database ABI Inform PQD.
• Coleman, Stephen. "Political Marketing: A Comparative Perspective." Parliamentary Affairs 60, no. 1 (2007): 180–186. Available online via Oxford Journals.
• Collins, Neil, and Patrick Butler. "Considerations on Market Analysis for Political Parties." In The Idea of Political Marketing, edited by N. J. O’Shaughnessy and S. Henneberg, chap. 1. Westport, Conn.: Praeger, 2002.
• Corner, John. "New Books on British Government and Politics 2004." Parliamentary Affairs 58, no. 2 (2005): 460-461. Available online via Oxford Journals.
• Down, Anthony. An Economic Theory of Democracy. New York: Harper, 1957.
• Gould, Philip. "Labour Party Strategy." In Political Communications: The General Election Campaign of 2001, edited by J. Bartle, S. Atkinson and R. Mortimore, chap. 3. Portland, Or.: Frank Cass, 2002.
• Kotler, Philip, and Sidney J. Levy. “Broadening the Concept of Marketing.” Journal of Marketing 33, no. 1 (1969): 10-15. Available online via the Library database JSTOR.
• Lees-Marshment, Jennifer. "The Marketing Campaign: The British General Election of 2005."Journal of Marketing Management 21, no. 9/10 (2005): 1151-60. Available online via the Library database Business Source Premier.
• ---. "The Marriage of Politics and Marketing." Political Studies 49, no. 4 (2001): 692-713. Available online via the Library database Academic Search Premier. 
• ---. Political Marketing and British Political Parties. 2nd ed. Manchester: Manchester University Press, 2008.
• ---. Political Marketing and British Political Parties: The Party's Just Begun. Manchester: Manchester University Press, 2001.
• ---. "The Product, Sales and Market-Oriented Party: How Labour Learnt to Market the Product, Not Just the Presentation." European Journal of Marketing, Special Issue on Political Marketing, 35, no. 9/10 (2001): 1074-1084.  Available online via the Library database ABI Inform PQD.
• Lilleker, Darren G., Nigel A. Jackson, and Richard Scullion, eds. The Marketing of Political Parties: Political Marketing and the 2005 British General Election. Manchester: Manchester University Press, 2006.
• Lindholm, Mikael R., and Anette Prehn. "Strategy and Politics: The Example of Denmark." In The Strategy of Politics: Results of a Comparative Study, edited by Thomes Fischer, Gregor Peter Scmitz, and Michael Seberich. Gutersloh: Bertelsmann Stiftung, 2007.
• Marland, Alex. "Marketing Political Soap: A Political Marketing View of Selling Candidates Like Soap, of Electioneering as a Ritual, and of Electoral Military Analogies." Journal of Public Affairs 3, no. 2 (2003): 103-115. Available online via the Library database Academic Search Premier.
• Newman, Bruce I. The Marketing of the President: Political Marketing as Campaign Strategy. Thousand Oaks: Sage, 1994.
• ---. The Mass Marketing of Politics: Democracy in an Age of Manufactured Images. Thousand Oaks: Sage, 1999.
• O’Cass, Aron. "The Internal-External Marketing Orientation of a Political Party: Social Implications of Political Party Marketing Orientation." Journal of Public Affairs 1, no. 2 (2001): 136-52. Available online via the Library database Academic Search Premier.
• ---. "Political Marketing and the Marketing Concept." European Journal of Marketing 30, no. 10/11 (1996): 45–61. Available online via the Library database ABI Inform PQD. 
• Ormrod, Robert P. "A Conceptual Model of Political Market Orientation." Journal of Nonprofit & Public Sector Marketing 14, no. 1/2 (2005): 47-64. Available online via Informaworld.
• Ormrod, Robert P. "A Conceptual Model Of Political Market Orientation." In Current Issues in Political Marketing, edited by Walter W. Wymer, Jr., Jennifer Lees-Marshment. Binghamton, NY: Best Business Books, 2005.
• ---. "Political Market Orientation and Its Commercial Cousin: Close Family or Distant Relatives?" Journal of Political Marketing 6, no. 2/3 (2007): 69-90. Available online via Informaworld.
• Robinson, Claire E. "Images of the 2005 Campaign." In The Baubles of Office: The New Zealand General Election of 2005, edited by Stephen Levin and Nigel S. Roberts. Wellington: Victoria University Press, Wellington, 2007.
• Savigny, Heather. "Focus Groups and Political Marketing: Science and Democracy as Axiomatic?" British Journal of Politics and International Relations 9, no. 1 (2007): 122-137. Available online via the Library database Academic Search Premier.
• Smith, Gareth. "Competitive Analysis, Structure and Strategy in Politics: A Critical Approach." Journal of Public Affairs 6, no. 1 (2006): 4-14. Available online via the Library database Academic Search Premier.
• Worcester, Robert, and Roger Mortimore. "Political Triangulation: Measuring and Reporting the Key Aspects of Party and Leader Standing Before and During Elections." Journal of Political Marketing 4, no. 2/3 (2005): 45-72. Available online via Informaworld.
• Wring, Dominic. "Conceptualising Political Marketing: A Framework For Election-Campaign Analysis." In The Idea of Political Marketing, edited by Nicholas O’Shaughnessy and Stephan Henneberg, chap. 6. Westport, Conn.: Praeger, 2002.
• ---. "Reconciling Marketing with Political Science." Journal of Marketing Management vol 13, no. 7 (1997): 651-663. Available online via the Library database Business Source Premier.

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