A comprehensive resource that explores the global and contemporary practices of political marketing, offering insights from diverse regions and addressing the latest trends and challenges. The Sage Handbook of Political Marketing is a comprehensive resource that introduces the theory and practice of political marketing in a global, yet simultaneously localized, world. The practice of political marketing has evolved significantly during the 20th and 21st centuries, adapting to the rise of mass media, marketing communication, advertising, and the web. Traditionally dominated by US, European, and Australasian scholars, the field has up-to-now emphasized the Americanisation and professionalisation of campaigning styles.
Since the start of the new millennium, however, political marketing has transformed into a data-driven, specialized profession. With increasing digitalisation and the advent of AI, political marketing involves personally targeted, evidence-based messaging with real-time engagement and sentiment analysis. This approach is not limited to democratic regimes but is also widely adopted by authoritarian states worldwide.
The handbook addresses the global perspectives on political marketing, covering a myriad of contexts, cultures, and regimes. It encompasses insights into political marketing in regions seldom discussed in the literature, including Zimbabwe, Japan, India, Hong Kong, and Ukraine. These chapters enrich the debate on political marketing’s impact on democracies and its use in non-democratic societies.
Organized into four parts, the handbook covers strategy, propaganda, digital evolution, ideology, and contemporary practices in political marketing. It explores topics such as the marketing of ideology, the impact of the internet and social media, the use of AI in political marketing, and the role of fake news and disinformation in campaigns. The handbook addresses the use of political marketing techniques in crisis management, political branding, the measurement of political marketing effects, and political marketing use outside of electoral campaigns.
The Sage Handbook of Political Marketing is an essential resource for scholars, practitioners, students, and politicos in general, seeking to understand the complexities of political marketing. It provides a comprehensive and nuanced exploration of the field, equipping readers to engage with the theoretical and practical aspects of political marketing in a rapidly changing world.
Part 1: Strategy in Political Marketing: Orthodox and Occidental Perspectives
Part 2: Political Marketing, Propaganda, and Digital Evolution: Global South and Eastern European Perspectives
Part 3: Ideology in Political Marketing: Advocacy, Movements, Lobbying, and Public Diplomacy
Part 4: Contemporary Political Marketing: Cybercampaigning, Fake News and Social Media
Foreword I - Sir Lynton Crosby
Foreword II - Christopher Arterton
Introduction - Paul Baines, Denisa Hejlova, Phil Harris, Costas Panagopoulos
Part 1: Strategy in Political Marketing: Orthodox and Occidental
Perspectives
Chapter 1: Strategies and Tactics in Global Political Marketing: Cases and
Challenges from Practitioners Perspective - Alexander Braun
Chapter 2: Australia Political Marketing in a Down Under Democracy - Andrew
Hughes
Chapter 3: Positioning Presidents: Personal Branding in US Elections - Neil
Collins, Patrick Butler
Chapter 4: Negative (Issue) Campaigning: Towards a Decision-Making Process
and Framework - Paul Baines, Roger Mortimore
Chapter 5: Electoral Attacking Strategies: Lessons from the Electoral Debates
in Spain and France - Marta Rebolledo De La Calle, Aurken Sierra
Chapter 6: Polarized and Connected: Measuring Campaign Effects in the 2016
and 2020 U.S. Presidential Elections - Koen Pauwels, Kai Manke, Raoul Kübler,
Costas Panagopoulos
Chapter 7: A Political Brand Engagement and Positioning Framework: An
Integrated Framework - Chris Pich, Dr. Guja Armannsdottir, Mr. Dawood Khan,
Dr. Louise Spry
Chapter 8: The Continued Relevance of Political Advertising on Television: A
Review of Its Effects and Content - Travis Ridout, Furkan Cakmak
Chapter 9: Social Media Content in the Turkish Presidential Elections: A
Functional Theory of Political Campaign Discourse Perspective - Gözde
Akdeniz, Birce Dobrucali Yelkenci, Burcu Ilter
Chapter 10: Managing Political Crises in Japan: A Political Communications
Perspective - Igor Prusa
Chapter 11: Mobilise and sustain: Ukrainian strategic communications in the
Russia-Ukraine War - Nigel Jones, Paul Baines
Part 2: Political Marketing, Propaganda, and Digital Evolution: Global South
and Eastern European Perspectives
Chapter 12: Political Marketing and Propaganda: Definitions, Evolutionary
Changes, and Their Implications for a Taxonomy of Regime Types - Denisa
Hejlová
Chapter 13: Strategic Market Segmentation and Targeting in the 21st Century:
Ethical Challenges, Trends and Innovations - Otto Eibl, Milo Gregor
Chapter 14: Vetting Political Candidates in the Digital World - Filip Scherf,
Michael Vintr
Chapter 15: Political Marketing and the Strategic Populism in Poland -
Wojciech Cwalina, Pawel Koniak
Chapter 16: Disinformation and Elections: Old Challenge in the New Context -
Sára Cigánková, Joná Syrovátka, Martin Vértei
Chapter 17: Use of Analytics in Political Marketing: The Case of the Czech
Republic - Anna Shavit, Marcela Konrádová
Chapter 18: Role of Content and Narrative in Indian Political Leaders
Political Communication: A Narrative Paradigm Theory Approach - Pooja
Sharma, Varsha Jain
Chapter 19: Political Marketing at the Bottom of the Pyramid: Shreds of
Evidence from India - Subhojit Sengupta, Srabanti Mukherjee
Part 3: Ideology in Political Marketing: Advocacy, Movements, Lobbying, and
Public Diplomacy
Chapter 20: The Marketing of an Ideal: The Hong Kong Democracy Movement -
George Patsiouras
Chapter 21: Pick-Six: How Grassroots Organizations in the United States Can
Use Core Stakeholder Influence Techniques in Political Marketing - Craig
Fleisher, Jason Voiovich
Chapter 22: Its all about Position, Position, Position. The Case of the Five
Star Movement in Italy - Fabio Bordignon, Luigi Ceccarini, Claudia Mariotti
Chapter 23: Soft Power, Art of the Media and International Political
Marketing: A Cross-Cultural Perspective - Henry Sun, Phil Harris
Chapter 24: The Pandemic Olympics: Japans Covid-19 Crisis Communications -
Nancy Snow
Chapter 25: Marketing the Far-Right: How do they get it right? - Mona
Moufahim
Chapter 26: Marketing Austerity Policies - Chris Robertson
Chapter 27: Women In Public Affairs And Lobbying - Maria Cristina Antonucci
Chapter 28: Going Blue In The Deep Red: How Kansas Voters Shocked The Nation
And Protected Choice - Nada Hashmi, Suniti S. Bal, Anjali S. Bal
Part 4: Contemporary Political Marketing: Cybercampaigning, Fake News and
Social Media
Chapter 29: Digital Political Campaigning and Social Media - Katherine
Haenschen, Bridget Barrett
Chapter 30: The Role Of Artificial Intelligence In Political Marketing - Phil
Harris, Chris Robertson
Chapter 31: Digital Political Marketing: Informing, Mobilising and
Interacting during the 2023 Zimbabwean election - Darren Lilleker, Darlington
Nyambiya
Chapter 32: Character Assassination in Electoral Negative Campaigns - Sergei
A. Samoilenko, Alessandro Nai
Chapter 33: What Can Nation Branding Research Learn From Political Marketing?
- Tom Wraight
Chapter 34: Challenges to Political Marketing: Overcoming Risks when Engaging
in Socio-Political Issues - Jennifer J. Griffin
Chapter 35: Entrepreneurs or Franchisees: The Use of Individual versus Party
Branding in Contemporary American Politics - Kenneth Cosgrove, Nathan R.
Shrader
Chapter 36: Political Marketing amidst the Rise and Fall of Democratic
Regimes in Africa - George M. Bob-Milliar, Lauren M. MacLean
Chapter 37: Persuasion and Persistence: A Large-Scale Field Experiment in a
Presidential Campaign - David Nickerson
Chapter 38: The Challenge of Responding to Populism - Wayne Steger
Paul Baines is Professor of Political Marketing and Associate Dean (Business and Civic Engagement) at the University of Leicester. He is a Visiting Professor at Cranfield University and an Associate Fellow at Kings College London. He is author/co-author of more than a hundred published articles, book chapters and books on political marketing issues. Over the last 23 years, Pauls research has focused on political marketing, public opinion and propaganda. He is a Fellow of the Market Research Society and the Institute of Directors (IOD). He holds bachelors, masters and doctoral degrees from the University of Manchester, a Postgraduate Certificate in Higher Education from Middlesex University and an MSc in Quantitative Methods for Science, Social Science and Medicine from Lancaster University. Pauls teaching has encompassed undergraduate, postgraduate and post-experience levels, including MBA and executive MBA teaching, in the US, UK, Canada, Sweden, Finland, UAE, Saudi Arabia, Malaysia, Singapore, Russia, and Cyprus across a number of aspects of marketing, political marketing and PR.
Paul is (co-)editor/(co-)author of numerous marketing texts, including, with Chris Fill, Sara Rosengren, and Paolo Antonetti, the best-seller, Marketing 5E (Oxford University Press, 2019) and Fundamentals of Marketing 2E (Oxford University Press, 2021, in press), also with Chris Fill, Sara Rosengren and Paolo Antonetti, Political Marketing (Sage Publications, 2011), Propaganda (Sage Publications, 2013) and with Sir Robert Worcester, Roger Mortimore and Mark Gill, the polling treatise Explaining Camerons Catastrophe (Indie Publishing, 2017). Pauls research/strategy consultancy includes experience working with numerous government departments on strategic communication research projects as well as small, medium and large private enterprises including IBM, 3M, Saint Gobain Glassolutions, Fulham Football Club and many others. He is a non-executive director of the Business Continuity Institute, and operates his own strategic marketing and market research consultancy, Baines Associates Limited.
Previous work for UK and US government clients has looked at, inter alia, fear and guilt appeals and their persuasive application in communications by terrorist groups and how we might counter those communications. Ongoing research work includes grant funding for a project to evaluate the effectiveness of police social marketing/counter-terrorism communications. Professor Phil Harris is Professor Emeritus at the University of Chester and was previously Executive Director of the Business Research Institute and held the Westminster (Grosvenor) Chair in Marketing and Public Affairs. He is a past Chairman of the Marketing Council (UK) PLC, Board member of the Chartered Institute of Marketing, Professor of Marketing at the University of Otago, New Zealand and Founding Director of the Centre for Corporate and Public Affairs at Manchester Metropolitan University. Prior to becoming an academic he held positions in the international chemical, and foods industries with ICI and RHM and has chaired or been a board member of the American Marketing Association, Academy of Marketing, and the Australian and New Zealand Marketing Academy. He has advised government on Medium Sized Businesses and Small Business and helped found the Educate North Awards in 2015 and University Enterprise Challenge in 2016 and is very focused on developing high quality entrepreneurs regionally and internationally both in the not for profit, private and public sectors. Costas Panagopoulos is a visiting professor of Political Science and a fellow at the Center for the Study of American Politics at Yale University for the 2015-2016 academic year. He is also Professor of Political Science and Director of the Center for Electoral Politics and Democracy and the graduate program in Elections and Campaign Management at Fordham University. A leading expert on campaigns and elections, voting behavior, media and public opinion, campaign strategy and campaign finance, Dr. Panagopoulos has published numerous book and dozens of articles, including A Citizens Guide to U.S. Elections: Empowering Democracy in America (coauthored with Aaron Weinschenk, Routledge, 2016). He has also been part of the Decision Desk team at NBC News since the 2006 election cycle. In 1992, while a student at Harvard University, Dr. Panagopoulos was a candidate for the Massachusetts State Legislature.
