Christine B. Williams - Political Marketing in Retrospective and Prospective

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Political Marketing in Retrospective and Prospective

Political marketing coalesced as a subfield in the mid-1990s, and in 2002 the Journal of Political Marketing began publication. This anniversary collection reviews the existing theory, empirical evidence and practice of political marketing and explores emerging topics and lines of inquiry within the field. While political candidates and their campaigns are a major focus, it also considers the broader range of issue advocacy and lobbying. The selections expand beyond the U.S. context to offer a much needed comparative perspective. The volume includes material on the effects of new media and technology, posing questions about their direction and consequences for political actors and institutions, citizens and governmental systems. Collectively, the chapters illustrate the breadth and depth of a maturing field of inquiry, taking the reader through a retrospective and prospective examination of the intellectual grounding and scholarship that comprise political marketing.

This book was published as a special issue of the Journal of Political Marketing.

Christine B. Williams, Professor of Political Science, Bentley University, holds M.A. and Ph.D. degrees from Indiana University. She is North American Managing Editor of the Journal of Political Marketing. Her research on new and emerging technologies for political communication and e-government has appeared in academic journals, trade publications, and news media outlets worldwide.

Bruce I. Newman, Professor of Marketing, DePaul University, holds M.B.A. and Ph.D. degrees from the University of Illinois-Urbana. He is the founding Editor-in-Chief of the Journal of Political Marketing. His research on political marketing and consumer psychology has produced more than ten books and numerous scholarly articles.

Political Marketing in Retrospective and Prospective

Edited by
Christine B. Williams and Bruce I. Newman

First published 2013

by Routledge

2 Park Square, Milton Park, Abingdon, Oxon, OX14 4RN

Simultaneously published in the USA and Canada

by Routledge

711 Third Avenue, New York, NY 10017

Routledge is an imprint of the Taylor & Francis Group, an informa business

2013 Taylor & Francis

This book is a reproduction of Journal of Political Marketing, vol.11, issue 1-2. The Publisher requests to those authors who may be citing this book to state, also, the bibliographical details of the special issue on which the book was based.

All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.

British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

ISBN13: 978-0-415-62733-7

Typeset in Garamond

by Saxon Graphics

Publishers Note

The publisher would like to make readers aware that the chapters in this book may be referred to as articles as they are identical to the articles published in the special issue. The publisher accepts responsibility for any inconsistencies that may have arisen in the course of preparing this volume for print.

Contents

Bruce I. Newman and Christine B. Williams

Christine B. Williams

Andrzej Falkowski and Wojciech Cwalina

Lynda Lee Kaid

Dennis W. Johnson

Phil Harris and Conor McGrath

Terri L. Towner and David A. Dulio

Christine B. Williams and Bruce I. Newman

The following chapters were originally published in the Journal of Political Marketing, volume 11, issue 12 (2012). When citing this material, please use the original page numbering for each article, as follows:

Political Marketing: Structural Models of Advertising Influence and Voter Behavior Andrzej Falkowski and Wojciech Cwalina

Journal of Political Marketing, volume 11, issue 12 (2012)

Political Advertising as Political Marketing: A Retro-Forward Perspective Lynda Lee Kaid

Journal of Political Marketing, volume 11, issue 12 (2012)

Formative Years of Political Consulting in America, 19342000 Dennis W. Johnson

Journal of Political Marketing, volume 11, issue 12 (2012)

Political Marketing and Lobbying: A Neglected Perspective and Research Agenda Phil Harris and Conor McGrath

Journal of Political Marketing, volume 11, issue 12 (2012)

New Media and Political Marketing in the United States: 2012 and Beyond Terri L. Towner and David A. Dulio

Journal of Political Marketing, volume 11, issue 12 (2012)

The number of people who I would have to thank for their contributions that have helped to advance the mission of the journal over the past decade, and the field of political marketing in general, is far too great to begin to enumerate. However, I do want to thank my previous two Associate Editors of the journal, Wayne Steger of DePaul University and Dominic Wring of Loughborough University for their devotion and sincere efforts over the first eight years of the existence of the quarterly. They were invaluable colleagues who worked with me to establish the foundation for a widely respected academic journal and worked tirelessly in that pursuit.

I also want to thank Christine Williams of Bentley University, currently Managing Editor, North America and Paul Baines of Cranfield University, currently Managing Editor, Europe for their dedicated work to the journal over the past two years. Finally, I want to thank my Book Review Editor, Lawrence Hamer of DePaul University and my Senior Editors and Editorial Board for their continued dedication to the journal. Every member on the Editorial Board has contributed to maintaining the highest standards in each of their respective roles. There are other scholars who have helped review articles on an ad hoc basis, and I also want to thank them for their efforts.

Finally, Christine and I also want to thank Stephen Thompson of Taylor & Francis for his responsiveness to our questions and concerns about the preparation of this volume for publication.

Bruce I. Newman
Editor-in-Chief
Professor of Marketing
DePaul University

BRUCE I. NEWMAN and CHRISTINE B. WILLIAMS

DePaul University; Bentley University

Ten years ago, Vol. 1(1) of the Journal of Political Marketing was published. In this 10 year anniversary collection, Christine Williams, Managing Editor, North America and I have edited a volume that reflects on the ten years since the inaugural issue of the journal was published in 2002. The journal continues to be the only academic and professional publication devoted to the advancement and recognition of the role of marketing in politics. This volume brings together a selection of articles that represent a continuation of the mission of the journal, which is to serve as an outlet for a wide spectrum of scholars and practitioners who carry out research activities in the field of political marketing. Whereas the technology continues to change, the strategic significance of the marketing tools implemented by political operatives remains constant. Politicians and political parties cannot win office without an understanding of marketing. This volume will shed a light on the merging of new technological tools into the marketing arsenal of campaigns.

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