7 “Buyer” Beware: Pushing the Boundaries of Marketing Communications in Government

Kapitel in diesem Buch

1. Front Matter i
2. Contents v
3. Figures and Tables vii
4. Abbreviations ix
5. Preface xi
6. The Marketplace
7. Introducing Political Marketing 3
8. The Canadian Political Market and the Rules of the Game 22
9. The Diversity of the Canadian Political Marketplace 39
10. Political Parties and Institutions
11. Amateurs versus Professionals: The 1993 and 2006 Canadian Federal Elections 59
12. Under New Management: Market Intelligence and the Conservative Party’s Resurrection 76
13. The Impact of Market Research on Political Decisions and Leadership: Practitioners’ Perspectives 91
14. “Buyer” Beware: Pushing the Boundaries of Marketing Communications in Government 107
15. Market Orientation in a Minority Government: The Challenges of Product Delivery 123
16. Does Public Opinion Research Matter? The Marketing of Health Policy 139
17. Selling a Cause: Political Marketing and Interest Groups 156
18. The Media and Citizens
19. As (Not) Seen on TV: News Coverage of Political Marketing in Canadian Federal Elections 175
20. Are We Friends Yet? Online Relationship Marketing by Political Parties 193
21. Double-Double: Branding, Tim Hortons, and the Public Sphere 209
22. Marketing and Efficacy: Does Political Marketing Empower Canadians? 224
23. Conclusion
24. Challenges for Democracy 241
25. Glossary 257
26. References 264
27. Contributors 292
28. Index 295