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| Author: | Lees-Marshment, J. |
| Title: | The marketing campaign: the British general election of 2005 |
| Journal: | Journal of Marketing Management
2005 : NOV, VOL. 21:9 - 10, p. 1151 1160 |
| Index terms: | United Kingdom marketing elections politics segmentation |
| Freeterms: | Tony Blair campaigns |
| Language: | eng |
| Abstract: | In the UK general election 2005 campaign marketing was clearly ineffective. The politic parties used various marketing techniques, but the adoption of marketing concept as a whole was limited. The impacts of different campaign approaches were always prevented by Tony Blairs perceived dismissal of party and also voter opinion about the Iraq War and high fees. The marketing director was not hired to design but to present the policy and in addition the whole campaign was very negative; the Tories were not going to win this election. This experience showed once again how political parties must fully embrace the marketing philosophy and they must always plan their actions in reaction the public demand. The main element in future success of political parties is the ability to produce both popular and credible responses to the public concerns. Market oriented politics should bring back ideology and employ party principles and leadership judgement. |
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