Political Marketing in Canada

Edited by Alex Marland, Thierry Giasson, and Jennifer Lees-Marshment

  • Published: 2012
  • Subject Listing: Media Studies
  • Bibliographic information: 320 pp., 80 illus., 6 x 9 in.
  • Territorial rights: US rights only
  • Distributed for: UBC Press
  • Contents

Political parties worldwide are using marketing tools such as targeting and segmentation to win elections. Are these strategies making politicians and governments more responsive to voters' needs, or do they pose a threat to democracy? 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 of political marketing in Canada have been profound. Citizens are now viewed as consumers, and platforms and promises have been repackaged as products. Whether this trend is positive or negative depends on how politicians and governments carry out political marketing - and its promises - in practice.
Alex Marland is an assistant professor in theDepartment of Political Science at Memorial University of Newfoundland.Thierry Giasson is an associate professor in theCommunication and Information Department at Université Laval.Jennifer Lees-Marshment is a senior lecturer in theDepartment of Political Studies at the University of Auckland.Contributors: Lisa Birch, Patricia Cormack, YannickDufresne, Anna Esselment, Émilie Foster, Thierry Giasson, ElisabethGidengil, Royce Koop, Kirsten Kozolanka, Jennifer Lees-Marshment,Patrick Lemieux, Alex Marland, Tamara A. Small, and André Turcotte.

"The first significant account of the political marketing of Canadian political parties, this book is essential reading for those in political science, marketing, and communications. Accessibly written, it will also have a wider appeal - among journalists, politicians, policy makers, and those working in think tanks."
-Walter Wymer, professor of marketing at the University of Lethbridge, and author of Connected Causes: Internet Marketing for Nonprofit Organizations
Part 1: The Marketplace

1 Introducing Political Marketing / Thierry Giasson,
Jennifer Lees-Marshment, and Alex Marland

2 The Canadian Political Market and the Rules of the
Game / Yannick Dufresne and Alex Marland

3 The Diversity of the Canadian Political Marketplace /
Elisabeth Gidengil

Part 2: Political Parties and Institutions

4 Amateurs versus Professionals: The 1993 and 2006
Canadian Federal Elections / Alex Marland

5 Under New Management: Market Intelligence and the
Conservative Party's Resurrection / André Turcotte

6 The Impact of Market Research on Political Decisions
and Leadership: Practitioners' Perspectives / Jennifer

7 "Buyer" Beware: Pushing the Boundaries of
Marketing Communications in Government / Kirsten Kozolanka

8 Market Orientation in a Minority Government: The
Challenges of Product Delivery / Anna Esselment

9 Does Public Opinion Research Matter? The Marketing of
Health Policy / Lisa Birch

10 Selling a Cause: Political Marketing and Interest
Groups / Émilie Foster and Patrick Lemieux

Part 3: The Media and Citizens

11 As (Not) Seen on TV: News Coverage of Political
Marketing in Canadian Federal Elections / Thierry Giasson

12 Are We Friends Yet? Online Relationship Marketing by
Political Parties / Tamara A. Small

13 Double-Double: Branding, Tim Hortons, and the Public
Sphere / Patricia Cormack

14 Marketing and Efficacy: Does Political Marketing
Empower Canadians? / Royce Koop

Part 4: Conclusion

15 Challenges for Democracy / Thierry Giasson,
Jennifer Lees-Marshment, and Alex Marland