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| Author: | Wring, D. |
| Title: | Labouring the point: operation victory and the battle for a second term |
| Journal: | Journal of Marketing Management
2001 : NOV, VOL. 17:9-10, p. 913-927 |
| Index terms: | Political parties Labour party Communication Public choice United Kingdom |
| Language: | eng |
| Abstract: | This paper considers the ways in which the Labour Party of UK attempted to maintain and cultivate the electorate's backing during the last four weeks or 'short' campaign. Perhaps fearing aparthy more than the Conservatives Labour launched 'Operation Turnout' in order to mobilise its core supporters. Though this attempt failed to boost electoral participation the party nevertheless achieved another major victory. In this so-called 'apathetic landslide' Labour was able to strategically outmanoeuvre their principal opponents the Conservatives. |
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