Political marketing: The causes of an emerging democratic deficit in Britain?

This source preferred by Darren Lilleker

Authors: Lilleker, D.

http://haworthpress.com/store/ArticleAbstract.asp?ID=50901

Journal: Journal of Nonprofit & Public Sector Marketing

Volume: 14

Pages: 5-26

ISSN: 1049-5142

DOI: 10.1300/J054v14n01_02

Political marketing, as a set of techniques for policy design and development, was welcomed as a route towards a more participatory form of democracy. However, as New Labour attempted to rebrand itself to suit key segments of the electorate, we find that voters are not participating to any greater extent. In fact sections of the electorate are rejecting the democratic process, feeling that parties have little care for those outside their target segment. This paper questions the way New Labour employed marketing and, drawing on primary data, relates this to the dramatic fall in turnout in 2001.

This data was imported from Scopus:

Authors: Lilleker, D.G.

Journal: Journal of Nonprofit and Public Sector Marketing

Volume: 14

Issue: 1-2

Pages: 5-26

eISSN: 1540-6997

ISSN: 1049-5142

DOI: 10.1300/J054v14n01_02

Political marketing, as a set of techniques for policy design and development, was welcomed as a route towards a more participatory form of democracy. However, as New Labour attempted to rebrand itself to suit key segments of the electorate, we find that voters are not participating to any greater extent. In fact sections of the electorate are rejecting the democratic process, feeling that parties have little care for those outside their target segment. This paper questions the way New Labour employed marketing and, drawing on primary data, relates this to the dramatic fall in turnout in 2001. Copyright © by The Haworth Press, Inc. All rights reserved.

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