Political marketing and British political parties (2nd Edition)

<p>The first edition of this book demonstrated that British political parties now attempt to offer a complete product that will appeal to a majority of voters rather than being influenced by a political ideology and firm belief system.<br><br>This new edition provides an updated and more in-depth exploration of the political marketing approach including analysis of the 2001 and 2005 elections. It re-presents the influential theory of market sales and product-oriented parties discussing the potential and the limits of consumerism and the need to blend business concepts with a traditional understanding of politics. <br><br>Lee-Marshment examines Blair's New Labour government in order to draw out lessons on delivery maintaining market intelligence and the effect of changing to a leadership approach that goes against country and party. Analysis of the Conservatives in opposition shows how the best intentions of party leaders to implement a market-orientation can be thwarted by internal resistance and traditional party elites. <br><br>Providing a more reflective and critical analysis the second edition offers a more nuanced discussion on how political parties can not only win elections but govern successfully.</p>