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 rapidly expanding field of political marketing. Offering a re-conceptualisation of the political spheres in terms of 'markets', which addresses the theoretical inadequacies of prior research, this book examines 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.…mehr
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 rapidly expanding field of political marketing. Offering a re-conceptualisation of the political spheres in terms of 'markets', which addresses the theoretical inadequacies of prior research, this book examines 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.
Helene P.M. Johansen is Associate Professor of Strategic Communications in the Faculty of Media and Journalism at Volda University College, Norway.
Inhaltsangabe
Part I Conceptual Whys and Contextual Wherefores Chapter 1 Some Background and an Introduction Chapter 2 Argument and Theoretical Ambitions Chapter 3 The Contexts and Some Further Clarifications Part II Understanding Markets and Marketing '" Two Important Frameworks Chapter 4 Marketing '" The Managerial Perspective Chapter 5 Marketing '" The Relational Perspective Chapter 6 A Comparison of the Two Part III Political Marketing '" Theorising Politics as 'Markets' Chapter 7 Contemporary Political Marketing '" Review and Critique Chapter 8 A Relational Approach to Party-Centred Politics Chapter 9 Some Normative Implications and a Conclusion
Part I Conceptual Whys and Contextual Wherefores Chapter 1 Some Background and an Introduction Chapter 2 Argument and Theoretical Ambitions Chapter 3 The Contexts and Some Further Clarifications Part II Understanding Markets and Marketing '" Two Important Frameworks Chapter 4 Marketing '" The Managerial Perspective Chapter 5 Marketing '" The Relational Perspective Chapter 6 A Comparison of the Two Part III Political Marketing '" Theorising Politics as 'Markets' Chapter 7 Contemporary Political Marketing '" Review and Critique Chapter 8 A Relational Approach to Party-Centred Politics Chapter 9 Some Normative Implications and a Conclusion
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