Introduction Analyzing the Market Strategic Development Leading Responsively Marketing the Party Communicating Managing Delivery Marketing Democratically Conclusion: Political Marketing, Democracy and Partnership Academic References Practitioner Interview References

The Political Marketing Game identifies what works in political marketing, drawing on 100 interviews with practitioners. It also shows that authenticity, values and vision are as much a part of a winning strategy as market-savvy pragmatism.

JENNIFER LEES-MARSHMENT Senior Lecturer at Auckland University, New Zealand. Her books include Political Marketing and British Political Parties (2001 and 2008), The Political Marketing Revolution (2004), Political marketing: principles and applications (2010) and Global Political Marketing (2010).