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Description
Winning Elections with Political Marketing. Edited by Philip John Davies and Bruce I. Newman. New York: Haworth, 2006. 239 pp.
Philip John Davies and Bruce Newman assemble an impressive transatlantic group of experts who concur that what voters, citizens, or, in the language of marketing, consumers of politics think and desire shape campaigns and governance in the United States and United Kingdom. According to the editors, a "transatlantic transfer of expertise and theory" brought the permanent campaign across the Atlantic. Along with it came political consultants, advisors, and approaches, not only joining New Democrats and New Labor but also refining tactics for future elections, introducing emerging technologies, and marketing new political products to the citizen-consumer.
In the first chapter, Robert Worcester and Paul Baines explain how "policy and message development ... are somewhat akin to market positioning in the commercial sector" (p. 11). Clinton advisor Dick Morris used polling to "triangulate" between Republican and Democratic positions. The Worcester method, honed at Britain's... |
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