Political marketing in canada alex marland, jennifer leesmarshment and thierry giasson, eds. Political science 32 1966, 14370, and notes on conservatism, liberalism and socialism in canada, this journal 11 1978, 383400. Getting acquainted with how politics and law affect business activities around the world is a critical concern of todays successful global organizations. Canadian political consultants perspectives about political. The strategic dimensions of political marketing is not always clear and often blurred by overlapping interpretations. Nickerson, phd, is associate professor of political science at the university of notre dame. Yet research in marketing and political science is on a number of fundamental inconclusive questions about the marketing of political candidates.
Political marketing in canada alex marland, jennifer lees. Political parties worldwide are using marketing tools such as targeting and segmentation to win elections. Riddell graduate program in political management at carleton university is pleased to announce a oneyear canadian election integrity project with facebook. Political marketing in canada, the first book to ask this question of canada, considers the consequences of political marketing in the realms of public policy, leadership, and the governmentcitizen relationship. Presidential election and a few key candidates will serve as the empirical example in this study. This article aims to examine some of the political, economic, social, technological, environmental, and legal factors affecting canada today. Lewis manchester school of management, manchester, uk introduction the major political parties in the developed. For more information on establishing a career in political marketing, read our blog posts on developing a career as a political science graduate and careers for public relations. With the obama campaign universally acknowledged as the most successfully marketed presidential campaign of all time, the future of political marketing is fiercely contested, provoking a wealth of high quality scholarship from across the globe. However, there is no literature that outlines the various concepts of democracies and or offers a systematic comparison with political marketing in its varied conceptual and practical aspects. In response, carleton university has created canada s first graduate program in political management. The marketing discipline needs to pay more attention to political marketing. The definition of political marketing can be broken down into three distinct segments in its most basic form.
Marketing has permeated deeply into the heart of elections and government. Canadian politics has long been defined by its political parties and its patterns of party competition. There is consideration of the underlying drivers that are encouraging the adoption of the political marketing approach. Book pdf political marketing in canada at complete pdf library. The book is a collection of sophisticated, learned research into the nuts and bolts of modern campaigning, aspects too often ignored in canadian political science, which tends to view politics through the loftier prisms of history, ideology or procedure.
Presidential election and a few key candidates will serve as. Call for papers political communication workshop fast paced. Learning objectives the course aims to help you develop the ability to. A pest analysis is a strategic business tool used by organizations to discover, evaluate, organize, and track macroeconomic factors which can impact on their business now and in the future. This manual is designed to help you anticipate what. Lock and harris 1996 point out that political marketing is concerned with communicating with party members, media and prospective sources of funding as well as the electorate p. Marketing theory is applied to identify insights about the trudeau brand specifically and political branding generally. The political marketing exchange is triadic in structure, as promises given by political actors in the context of an election campaign can only be reciprocated if 1. Marland, alex, giasson, thierry, leesmarshment, jennifer.
Our political marketing experts can help you establish your digital marketing objectives, identify your target voters, create engaging and shareworthy content and finally integrate your social media with all other aspects of your online presence. In her view this combination provides a more complete picture of the behaviour of political parties. Andre turcotte is an associate professor in the riddell graduate program in political management and the school of journalism and communication at carleton university in canada. For leesmarshment 2001b political marketing is the outcome of the marriage between marketing and politics and, empirically, it represents the permeation of the political arena by marketing p. What is a political brand justin trudeau and the theory of. Is political marketing good for canadian democracy. Through dynamic case studies that range from the resurrection of the conservative party. Browse the list of issues and latest articles from journal of political marketing.
Political marketing in modern canadian federal elections. Political campaign planning manual introduction a political campaign can be an exciting experience. This conceptual paper focuses on political marketing strategies. Meet the press and tweet the rest contributes to scholars, students, and practitioners interest. Through dynamic case studies that range from the resurrection of the conservative party, to media accounts of political marketing, to. Articles the strategic dimensions of political marketing. In canada, political marketing is beneficial to democracy as it keeps the public informed, sparks public interest, and allows new parties to stand a fighting chance. As part of this project, kevin chan, head of public policy at facebook canada, has been appointed as a visiting scholar. Political marketing managers could find the results of this thesis. Volume 18 2019 volume 17 2018 volume 16 2017 volume 15 2016 volume 14 2015 volume 2014 volume 12 20 volume 11 2012 volume 10 2011 volume 9 2010 volume 8 2009. The text draws on academic and applied contributions to political discourse in an effort to show students that political science is a field of inquiry with many practical uses.
He discloses that he served as the director of experiments in the analytics department in the 2012 reelection campaign of president obama. Political marketing involves the application of business marketing concepts to the practice and study of politics and government. Political marketing, however, employs many of the same techniques used in products marketing, such as paid advertising, direct mail and publicity c. In the meeting, tom explains that while there are several aspects in marketing and selling globally, his area of expertise lies in how the political, geopolitical, and legal systems affect the. The political environment is perhaps among the least predictable elements in the business environment. Pressure groups tend to change government policies. Pdf political marketing in canada alex marland academia. Over the past 25 years, political communication has evolved in canada into a dynamic area of research that investigates how and why political actors, the media and citizens talk about politics. The political landscape has shifted drastically over the past several decades, but arguably the more so in the past three election cycles than any other point in history. Political marketing is attracting increasing interest and utility in public and media discussion see this research matters video on how political marketing helps give voters a voice in elections and vote compass this online resource in political marketing is designed to collate a list of resources for scholars, students and practitioners interested in. The fast growth and global spread of the internet has generated huge changes in many fields. His areas of research interest and publication include political communication, political marketing, social media, research methods, epolitics, elections, and journalism. Political parties and political marketing strategies. We are a fully compliant political marketing agency.
Political candidates, parties, and governments worldwide are using marketing tools and concepts such as profiling, targeting, segmentation, branding, and delivery management to win elections and retain their hold on power. This contributes to knowledge by connecting concepts from a variety of academic fields, including communications, marketing, political science, psychology and sociology. The politics of canada function within a framework of parliamentary democracy and a federal system of parliamentary government with strong democratic traditions. The party nevertheless lost the 2001 election, only gaining just one more seat despite all political marketing efforts and changes made during 972001. Canadian political communication in a 247 information cycle. The current leader, iain duncansmith, also elected on a platform of change and. While some may argue that it hinders democracy, political marketing along with the policies in place can counteract those concerns. Niche marketing the greens in canada and scotland 9. Marland, alex, giasson, thierry et jennifer leesmarshment. Articles the strategic dimensions of political marketing the. Political campaign planning manual page 4 of 105 stephanie lynn is a senior program director responsible for managing ndis programs for malaysia and burma. Political marketing in canada, the first book to ask this question of canada, considers the consequences of political marketing in the realms of public policy, leadership, governance, and the.
Few insights exist about the use of most political marketing tools in canada. While many countries in asia and latin america also are functioning democracies, their stage of development impacts the stability of their economic and trade policy. Apparel industry profile canadian consumer products industry. Image not found or type unknown political marketing in canada is most popular ebook. Canada is a constitutional monarchy, in which the monarch is head of state. However, what it clear is that political marketing often evokes negative feelings and is assumed to be harmful for politics and democratic systems e. Are these strategies making politicians and governments more responsive to voters needs, or do they pose a threat to democracy. Especially in the past ten years, there have been substantial political changes around the world that have shaped business operations. Bridging the gap between marketing and politics requires a deep knowledge of political systems and the marketing savvy to achieve your goals using the mainstream media. Political parties and political marketing strategies abstract. The united states in historical and comparative perspective. Through case studies that range from the resurrection of the conservative party to tim hortons as a political brand, this volume shows that the consequences.
In practice, the executive powers are directed by the cabinet, a committee of ministers of the crown responsible to the elected house of commons of canada. Political marketing in canada, the first book to ask this question of canada, considers the consequences of political marketing in the realms of public. Identify the ideological underpinnings, history, and structures of the main political parties in canada understand a wide variety of perspectives on canadian political ideology and party politics. Gouvernement du canada, officially her majestys government french. Routledge handbook of political marketing 1st edition. Political marketing is a fundamental part of political life. External analysis an external analysis of the six environmental factors, global, demographic, economic, political legal, sociocultural and technological factors will aid in analyzing the key influences of the discount retail industry. A great deal will happen between now and election day and with a little forethought and planning, you can be prepared for all the twists and turns and, in many cases, control the situation. It is our hope that political communication in canada. A cyclical political environment develops, as democratic governments have to pursue reelection every few years. Baines middlesex university business school, london, uk philharris manchester metropolitan university, manchester, uk barbara r. Are these strategies making politicians and governments more responsive to voters needs, or.
Social marketing marketing that attempts to change the behaviours and attitudes of targeted groups is the second type of marketing commonly practised by government organizations. The democratic party and the institutionalization of the obama brand in the 2010 midterm elections brian section 3. Media and political marketing strategists provide glimpses of the impact of internet mobilization on canadian democracy. This research in brief explores canadian political consultants practices in political marketing, exploring whether they are, as democratic critiques of marketing often argue, encouraging politics to become polldriven, and whether they fit into previous international studies on consultants in other countries, especially the united states. This external element of business includes the effects of pressure groups. Political communication and political marketing have been also impacted, as politicians nowadays have acknowledged the beneficial role that internet might play not only in their electoral campaign, but also in the pre and postelection time. Political campaigns and big data harvard university. Our political marketing experts can help you establish your digital marketing objectives, identify your target voters, create engaging and shareworthy content and finally integrate your social media with. Search 50 political campaign jobs now available on, the worlds largest job site. The sophistication and dissemination of communications and research technology, and the competitive pressures to reflect the needs and wants of the electoral market, are changing canadian democracy. Candidates are placing more of an emphasis than ever on marketing themselves to the general public. Political factors affecting business pestle analysis.
The framework examines opportunities and threats due to political, economic, social, and technological forces. Mar 02, 2015 in canada, political marketing is beneficial to democracy as it keeps the public informed, sparks public interest, and allows new parties to stand a fighting chance. Giasson, thierry, jennifer leesmarshment and alex marland 2012, introducing political marketing, by chapter 1 in political marketing in canada edited by alex marland, thierry giasson and jennifer leesmarshment, ubc. As you might expect, established democracies, such as those found in the united states, canada, western europe, japan, and australia, offer a high level of political stability. This represents targets first attempt at international expansion. Political marketing is often criticised for devaluing democratic processes. New markets have opened, old ones have closed, and the level of uncertainty.
Political marketing in canada was well received as a volume that has raised awareness of the growing practice of marketing in canadian politics. Edited by alex marland, thierry giasson, and jennifer lees. It is debated whether political parties actually have political marketing strategies. Numerous political players, including presidents and prime ministers, politicians, and parties, as well as government departments and councils turn to marketing in their pursuit of political goals.
This edited collection, the unofficial followup to political marketing in canada marland. Political and legal factors that impact international trade. Political communication and political marketing media essay. Pdf political candidates, parties, and governments worldwide are using marketing tools and concepts such as profiling, targeting. In canadian english, the term can mean either the collective set of institutions the legislative, executive, and judicial branches or specifically the queenin. What is a political brand justin trudeau and the theory. Pest analysis template political, environmental, social. Canada is a founding member of the united nations and is a powerful country.