Explore the increased need for marketing within the political arenaCurrent Issues in Political Marketing presents up-to-date theory and research findings from academics working in political science, advertising, and management, and guidance from successful practitioners who know what it takes to make a nonprofit organization stand out i

Introduction Political Marketing: The Cause of an Emerging Democratic Deficit in Britain? (Darren G. Lilleker) Square Peg, Round Hole? Can Marketing-Based Concepts Such as the Product; and the Marketing Mix' Have a Useful Role in the Political Arena? (Jenny Lloyd) A Conceptual Model of Political Market Orientation (Robert P. Ormrod) Membership Benefits, Membership Action: Why Incentives for Activism Are What Members Want (Sue Granik) Vote Winner or a Nuisance: Email and Elected Politicians' Relationship with Their Constituents (Nigel Jackson) Electoral Participation and Non-Voter Segmentation (Declan P. Bannon) Young People's Attitudes Towards British Political Advertising: Nurturing or Impeding Voter Engagement? (Janine Dermody and Richard Scullion) Marketing Government Reforms (Dave Gelders and Steven Van De Walle) Political Marketing Segmentation—The Case of UK Local Government (Patricia Rees and Hanne Gardner) The Impact of New Technology on the Communication of Parliamentary Information (Rita Marcella, Graeme Baxter, and Nick Moore) Political Campaign Advertising: Believe It or Not (Aron O'Cass) An Exploratory Assessment of Voter and Governmental Interface on Pertinent Issues Facing American Children and Youth (Tanuja Singh and Elisa Fredericks) Marketing Military Service: Benefits Segmentation Based on Generalized and Restricted Exchange (Kimball P. Marshall and Caroline Fisher) Political Issue Promotion in the Age of 9-11 (Cynthia R. Morton and Jorge Villegas) Political Opinion Leadership and Electoral Behavior (Aron O'Cass and Anthony Pecotich) Index Reference Notes Included