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Table of Contents
Intro; Acknowledgements; Contents; Notes on Contributors; List of Figures; List of Tables; Chapter 1 Introduction: Political Marketing and Management in New Zealand; Abstract; References; Chapter 2 Vote Compass NZ 2017: Marketing Insights into Public Views on Policy and Leaders; Abstract; Introduction; Methodology; Public Views on Political Issues and Policies; The Most Important Political Issues for New Zealanders; Policy Propositions that Respondents Expressed Most Agreement with; The Alignment of Party Policies with Public Views; The Likeability of the Party Leaders
Overall Perceptions of Leader LikeabilityDemographic Segments; Likeability by Ideology and Voting Intention; Conclusion; New Zealanders' Policy Preferences; The Marketing Effectiveness of National, Labour, New Zealand First, and the Greens' Policy and Leadership; Lessons for Academics: Leaders Influence Public Perception, Not Just Policies; Lessons for Practitioners: No Time to Relax; References; Chapter 3 Political Parties and Their Customers: The Alignment of Party Policies with Supporter, Target and Undecided Market Preferences; Abstract; Introduction; Methodology
The Alignment of Parties' Policies with Their Prospective Voters' ViewsThe National Party's Responsiveness to Their Prospective Voters; The Labour Party's Responsiveness to Their Prospective Voters; New Zealand First's Responsiveness to Their Prospective Voters; The Greens' Responsiveness to Their Prospective Voters; The Alignment of Parties' Policies to Key Target Markets; The National Party's Targeting Effectiveness: Higher Earners and Seniors; The Labour Party's Targeting Effectiveness: Younger Voters, Students Māori, and Lower Earners
New Zealand First's Targeting Effectiveness: Lower Earners, Māori, SeniorsThe Green Party's Targeting Effectiveness: Māori, Students, Younger Voters, Lower/Middle Earners; The Alignment of Parties' Policies with Undecided Voters; The National Party's Responsiveness to Undecided Voters; The Labour Party's Responsiveness to Undecided Voters; New Zealand First's Responsiveness to Undecided Voters; The Greens' Responsiveness to Undecided Voters; Conclusion; Effectiveness of Marketing to Prospective Voters by National, Labour, New Zealand First, and the Greens
Effectiveness of Target Marketing by National, Labour, New Zealand First, and the GreensEffectiveness of Marketing to Undecided Voters by National, Labour, New Zealand First, and the Greens; Lessons for Academics: Analyse Prospective Voters Not Just the General Public; Lessons for Practitioners: Advice on Future Relationship-Building; Summary; Reference; Chapter 4 Messy Marketing in the 2017 New Zealand Election: The Incomplete Market Orientation of the Labour and National Parties; Abstract; Introduction; Methodology; Analysis of National and Labour's Market-Oriented Strategy
Overall Perceptions of Leader LikeabilityDemographic Segments; Likeability by Ideology and Voting Intention; Conclusion; New Zealanders' Policy Preferences; The Marketing Effectiveness of National, Labour, New Zealand First, and the Greens' Policy and Leadership; Lessons for Academics: Leaders Influence Public Perception, Not Just Policies; Lessons for Practitioners: No Time to Relax; References; Chapter 3 Political Parties and Their Customers: The Alignment of Party Policies with Supporter, Target and Undecided Market Preferences; Abstract; Introduction; Methodology
The Alignment of Parties' Policies with Their Prospective Voters' ViewsThe National Party's Responsiveness to Their Prospective Voters; The Labour Party's Responsiveness to Their Prospective Voters; New Zealand First's Responsiveness to Their Prospective Voters; The Greens' Responsiveness to Their Prospective Voters; The Alignment of Parties' Policies to Key Target Markets; The National Party's Targeting Effectiveness: Higher Earners and Seniors; The Labour Party's Targeting Effectiveness: Younger Voters, Students Māori, and Lower Earners
New Zealand First's Targeting Effectiveness: Lower Earners, Māori, SeniorsThe Green Party's Targeting Effectiveness: Māori, Students, Younger Voters, Lower/Middle Earners; The Alignment of Parties' Policies with Undecided Voters; The National Party's Responsiveness to Undecided Voters; The Labour Party's Responsiveness to Undecided Voters; New Zealand First's Responsiveness to Undecided Voters; The Greens' Responsiveness to Undecided Voters; Conclusion; Effectiveness of Marketing to Prospective Voters by National, Labour, New Zealand First, and the Greens
Effectiveness of Target Marketing by National, Labour, New Zealand First, and the GreensEffectiveness of Marketing to Undecided Voters by National, Labour, New Zealand First, and the Greens; Lessons for Academics: Analyse Prospective Voters Not Just the General Public; Lessons for Practitioners: Advice on Future Relationship-Building; Summary; Reference; Chapter 4 Messy Marketing in the 2017 New Zealand Election: The Incomplete Market Orientation of the Labour and National Parties; Abstract; Introduction; Methodology; Analysis of National and Labour's Market-Oriented Strategy