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This book shows how British politics is being transformed from a leadership-run system to one dictated by public needs and demands. No longer confined to party

In 2008, Barack Obama's presidential campaign used an innovative combination of social media, big data, and micro-targeting to win the White House. In 2012, the

Political Marketing is the first comprehensive textbook to focus on political marketing, and introduces students to how candidates, parties, elected officials a

The Political Marketing Game identifies what works in political marketing, drawing on 100 interviews with practitioners. It also shows that authenticity, values

Substantially revised throughout, Political Marketing second edition continues to offer students the most comprehensive introduction to this rapidly growing fie