EAN: 9783319942971

POLITICAL MARKETING AND MANAGEMENT IN THE 2017 ...

This book reveals the market research  strategy  branding and communication behind the
unpredictable 2017 New Zealand election result which saw Jacinda Ardern elected Labour leader
just 8 weeks before the election to become Prime Minister. Utilising rich data sources that
include a 250 000 Vote Compass survey and interviews with key political advisors  it explores
the alignment of the policy of National  Labour  the Greens and NZ First with party supporters
demographic segments and undecided voters. It also analyses the leadership communication and
branding of the leaders Bill English  Jacinda Ardern and Andrew Little  as well as the
advertising by minor parties ACT  the Greens  United Future and the Maori Party. The book
provides advice for practitioners  such as: focus on being responsive  communicate delivery
competence  differentiate in policy and advertising  build an energetic and charismatic leader
brand and be flexible when planning.

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