Skip to content

Managing Political Marketing Staff and Resources

Academic Literature

Lees-Marshment, Jennifer (2011). The Political Marketing Game. Houndmills and New York: Palgrave Macmillan.

Lynch, Richard, Paul Baines and John Egan (2006). ‘Long-term performance of political parties: towards a competitive resource-based perspective’. Journal of Political Marketing, 5(3): 71–92.  

Marland, Alex (2012a), Amateurs versus Professionals: The 1993 and 2006 Canadian federal elections, Chapter 4 in Political Marketing in Canada edited by Alex Marland, Thierry Giasson and Jennifer Lees-Marshment, UBC pp. 59-75

Mills, Stephen (2012). ‘The party official as political marketer: the Australian experience'. In Jennifer Lees-Marshment (ed.) The Routledge Handbook of Political Marketing. London and New York; Routledge: 190–202.

O'Cass, Aron (2009). ‘A resource-based view of the political party and value creation for the voter-citizen: an integrated framework for political marketing’. Marketing Theory, 9(2): 189–208.

O'Cass, A. and R. Voola (2010). "Explications of Political Marketing Orientation and Political Brand Orientation using the Resource-based View of the Political Party." Journal of Marketing Management iFirst: 1472-1376.

Sackman, Adrian I. (1996). The Learning Curve towards New Labour: Neil Kinnock's Corporate Party 1983-92. European Journal of Marketing, vol. 30(10/11): 147-58.


Close Election Inspires Clinton's Phone Bank to Generate More Calls in Florida, September 2016


Edit page