The Sage Handbook of Political Marketing

Paul Baines is Professor of Political Marketing and Associate Dean (Business and Civic Engagement) at the University of Leicester. He is a Visiting Professor at Cranfield University and an Associate Fellow at King’s College London. He is author/co-author of more than a hundred published articles, book chapters and books on political marketing issues. Over the last 23 years, Paul’s research has focused on political marketing, public opinion and propaganda. He is a Fellow of the Market Research Society and the Institute of Directors (IOD). He holds bachelors, masters and doctoral degrees from the University of Manchester, a Postgraduate Certificate in Higher Education from Middlesex University and an MSc in Quantitative Methods for Science, Social Science and Medicine from Lancaster University. Paul’s teaching has encompassed undergraduate, postgraduate and post-experience levels, including MBA and executive MBA teaching, in the US, UK, Canada, Sweden, Finland, UAE, Saudi Arabia, Malaysia, Singapore, Russia, and Cyprus across a number of aspects of marketing, political marketing and PR. Paul is (co-)editor/(co-)author of numerous marketing texts, including, with Chris Fill, Sara Rosengren, and Paolo Antonetti, the best-seller, ‘Marketing’ 5E (Oxford University Press, 2019) and Fundamentals of Marketing 2E (Oxford University Press, 2021, in press), also with Chris Fill, Sara Rosengren and Paolo Antonetti, Political Marketing (Sage Publications, 2011), Propaganda (Sage Publications, 2013) and with Sir Robert Worcester, Roger Mortimore and Mark Gill, the polling treatise Explaining Cameron’s Catastrophe (Indie Publishing, 2017). Paul’s research/strategy consultancy includes experience working with numerous government departments on strategic communication research projects as well as small, medium and large private enterprises including IBM, 3M, Saint Gobain Glassolutions, Fulham Football Club and many others. He is a non-executive director of the Business Continuity Institute, and operates his own strategic marketing and market research consultancy, Baines Associates Limited. Previous work for UK and US government clients has looked at, inter alia, fear and guilt appeals and their persuasive application in communications by terrorist groups and how we might counter those communications. Ongoing research work includes grant funding for a project to evaluate the effectiveness of police social marketing/counter-terrorism communications. Professor Phil Harris is Professor Emeritus at the University of Chester and was previously Executive Director of the Business Research Institute and held the Westminster (Grosvenor) Chair in Marketing and Public Affairs. He is a past Chairman of the Marketing Council (UK) PLC, Board member of the Chartered Institute of Marketing, Professor of Marketing at the University of Otago, New Zealand and Founding Director of the Centre for Corporate and Public Affairs at Manchester Metropolitan University. Prior to becoming an academic he held positions in the international chemical, and foods industries with ICI and RHM and has chaired or been a board member of the American Marketing Association, Academy of Marketing, and the Australian and New Zealand Marketing Academy. He has advised government on Medium Sized Businesses and Small Business and helped found the Educate North Awards in 2015 and University Enterprise Challenge in 2016 and is very focused on developing high quality entrepreneurs regionally and internationally both in the not for profit, private and public sectors.  Costas Panagopoulos is a visiting professor of Political Science and a fellow at the Center for the Study of American Politics at Yale University for the 2015-2016 academic year. He is also Professor of Political Science and Director of the Center for Electoral Politics and Democracy and the graduate program in Elections and Campaign Management at Fordham University. A leading expert on campaigns and elections, voting behavior, media and public opinion, campaign strategy and campaign finance, Dr. Panagopoulos has published numerous book and dozens of articles, including A Citizens′ Guide to U.S. Elections: Empowering Democracy in America (coauthored with Aaron Weinschenk, Routledge, 2016). He has also been part of the Decision Desk team at NBC News since the 2006 election cycle. In 1992, while a student at Harvard University, Dr. Panagopoulos was a candidate for the Massachusetts State Legislature.

• Foreword I - Sir Lynton CrosbyForeword II - Christopher ArtertonIntroduction - Paul Baines, Denisa Hejlova, Phil Harris, Costas PanagopoulosPart 1: Strategy in Political Marketing: Orthodox and Occidental PerspectivesChapter 1: Strategies and Tactics in Global Political Marketing: Cases and Challenges from Practitioner’s Perspective - Alexander BraunChapter 2: Australia – Political Marketing in a Down Under Democracy - Andrew HughesChapter 3: Positioning Presidents: Personal Branding in US Elections - Neil Collins, Patrick ButlerChapter 4: Negative (Issue) Campaigning: Towards a Decision-Making Process and Framework - Paul Baines, Roger MortimoreChapter 5: Electoral Attacking Strategies: Lessons from the Electoral Debates in Spain and France - Marta Rebolledo De La Calle, Aurken SierraChapter 6: Polarized and Connected: Measuring Campaign Effects in the 2016 and 2020 U.S. Presidential Elections - Koen Pauwels, Kai Manke, Raoul Kübler, Costas PanagopoulosChapter 7: A Political Brand Engagement and Positioning Framework: An Integrated Framework - Chris Pich, Dr. Guja Armannsdottir, Mr. Dawood Khan, Dr. Louise SpryChapter 8: The Continued Relevance of Political Advertising on Television: A Review of Its Effects and Content - Travis Ridout, Furkan CakmakChapter 9: Social Media Content in the Turkish Presidential Elections: A Functional Theory of Political Campaign Discourse Perspective - Gözde Akdeniz, Birce Dobrucali Yelkenci, Burcu Ilter Chapter 10: Managing Political Crises in Japan: A Political Communications Perspective - Igor PrusaChapter 11: Mobilise and sustain: Ukrainian strategic communications in the Russia-Ukraine War - Nigel Jones, Paul BainesPart 2: Political Marketing, Propaganda, and Digital Evolution: Global South and Eastern European PerspectivesChapter 12: Political Marketing and Propaganda: Definitions, Evolutionary Changes, and Their Implications for a Taxonomy of Regime Types - Denisa HejlováChapter 13: Strategic Market Segmentation and Targeting in the 21st Century: Ethical Challenges, Trends and Innovations - Otto Eibl, Miloš GregorChapter 14: Vetting Political Candidates in the Digital World - Filip Scherf, Michael VintrChapter 15: Political Marketing and the Strategic Populism in Poland - Wojciech Cwalina, Pawel KoniakChapter 16: Disinformation and Elections: Old Challenge in the New Context - Sára Cigánková, Jonáš Syrovátka, Martin VértešiChapter 17: Use of Analytics in Political Marketing: The Case of the Czech Republic - Anna Shavit, Marcela KonrádováChapter 18: Role of Content and Narrative in Indian Political Leader′s Political Communication: A Narrative Paradigm Theory Approach - Pooja Sharma, Varsha JainChapter 19: Political Marketing at the Bottom of the Pyramid: Shreds of Evidence from India - Subhojit Sengupta, Srabanti MukherjeePart 3: Ideology in Political Marketing: Advocacy, Movements, Lobbying, and Public DiplomacyChapter 20: The Marketing of an Ideal: The Hong Kong Democracy Movement - George PatsiourasChapter 21: Pick-Six: How Grassroots Organizations in the United States Can Use Core Stakeholder Influence Techniques in Political Marketing - Craig Fleisher, Jason VoiovichChapter 22: It’s all about Position, Position, Position. The Case of the Five Star Movement in Italy - Fabio Bordignon, Luigi Ceccarini, Claudia MariottiChapter 23: Soft Power, Art of the Media and International Political Marketing: A Cross-Cultural Perspective - Henry Sun, Phil HarrisChapter 24: The Pandemic Olympics: Japan’s Covid-19 Crisis Communications - Nancy SnowChapter 25: Marketing the Far-Right: How do they get it right? - Mona MoufahimChapter 26: Marketing Austerity Policies - Chris RobertsonChapter 27: Women In Public Affairs And Lobbying - Maria Cristina AntonucciChapter 28: Going Blue In The Deep Red: How Kansas Voters Shocked The Nation And Protected Choice - Nada Hashmi, Suniti S. Bal, Anjali S. BalPart 4: Contemporary Political Marketing: Cybercampaigning, Fake News and Social MediaChapter 29: Digital Political Campaigning and Social Media - Katherine Haenschen, Bridget BarrettChapter 30: The Role Of Artificial Intelligence In Political Marketing - Phil Harris, Chris RobertsonChapter 31: Digital Political Marketing: Informing, Mobilising and Interacting during the 2023 Zimbabwean election - Darren Lilleker, Darlington NyambiyaChapter 32: Character Assassination in Electoral Negative Campaigns - Sergei A. Samoilenko, Alessandro NaiChapter 33: What Can Nation Branding Research Learn From Political Marketing? - Tom WraightChapter 34: Challenges to Political Marketing: Overcoming Risks when Engaging in Socio-Political Issues - Jennifer J. GriffinChapter 35: Entrepreneurs or Franchisees: The Use of Individual versus Party Branding in Contemporary American Politics - Kenneth Cosgrove, Nathan R. ShraderChapter 36: Political Marketing amidst the Rise and Fall of Democratic Regimes in Africa - George M. Bob-Milliar, Lauren M. MacLeanChapter 37: Persuasion and Persistence: A Large-Scale Field Experiment in a Presidential Campaign - David NickersonChapter 38: The Challenge of Responding to Populism - Wayne Steger