Political marketing and the 2015 UK general election

This book brings togetherleading scholars to analyze political marketing in the context of the UK 2015General Election. Election campaigns represent a time of intense marketing, including:the communication of party, party leader and candidate brands; the design anddissemination of key messages and policy proposals; identification of target voters;setting out strategies for the campaign; and translating strategies intospecific communication tactics. Each chapter of this book has been specificallycommissioned to focus on one of these aspects of the campaign (targetedcampaigning, branding, core messages, advertising, media management, onlinecampaigning and the campaign in the marginal seats). The collection offersinsights into the most interesting and innovative aspects of the 2015 election campaign,determining how levels parties with differing resource approach elections andwith what impacts, as well as what we can learn more broadly about marketing atgeneral elections. The chapters are developed to make the topic accessible tonon-scholars and to have real-world relevance.