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Political Marketing and Management in the 2017 New Zealand Election PDF

166 Pages·2018·2.465 MB·English
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by Jennifer Lees-Marshment| 2018| 166 pages| 2.465| English

About Political Marketing and Management in the 2017 New Zealand Election

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.

Detailed Information

Author:Jennifer Lees-Marshment
Publication Year:2018
Pages:166
Language:English
File Size:2.465
Format:PDF
Price:FREE
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