Political Marketing and the 2008 New Zealand Election: A Comparative Perspective

• Published in: Australian journal of political science Vol. 44; no. 3; pp. 457 - 475
• Main Author: Lees-Marshment, Jennifer
• Format: Journal Article
• Language: English
• Published: Abingdon Routledge 01.09.2009; Taylor & Francis Ltd
• Subjects: Behaviour; Communication; Elections; Elections: New Zealand; Electoral campaigning; Internet; Leadership; Marketing; New Zealand; New Zealand Labour Party; New Zealand National Party; Political behavior; Political Campaigns; Political Communication; Political marketing; Political Parties; Political science; Politicians; Politics; Practice; Prime ministers; Rebranding; Strategic behaviour; New Zealand
• ISSN: 1036-1146; 1363-030X
• DOI: 10.1080/10361140903067243

Political marketing is a growing phenomenon and few political parties would seek to compete in an election without utilising at least some of its tools to help them understand their market and compete more effectively. The current range of tools available includes pre-election strategy, branding, e-marketing, opposition research, multiple forms of direct marketing and GOTV utilising market segmentation, tangibility tools, insights marketing and leadership re-marketing. New developments in practice transfer quickly between countries. In the 2008 New Zealand election, both major parties, Labour and National, utilised different aspects of political marketing with varied effects, showing the importance and limitations of global strategies, as well as the need for parties to utilise all aspects of political marketing for government and re-election.