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Political Delivery Marketing

Political marketing is most commonly associated with efforts to win an election, but if a politician wins power, they need to deliver if they want to implement promised changes and maintain public support. Citizens now want to see tangible political outcomes. Delivery marketing is not easy in government – either to achieve in its own right or to get credit from voters for that achievement. It includes delivery challenges (the constraints of government and public perceptions of delivery); managing expectations pre-election; making delivery happen in power (through legislation, system changes and working with the bureaucracy); managing problems in delivery and communicating progress and success.

Academic Literature

General and overview

Conley, Brian M. (2014). ‘Does Obama care?: assessing the delivery of health reform in the United States’. In Jennifer Lees-Marshment, Brian Conley and Kenneth Cosgrove (eds) Political Marketing in the US. New York: Routledge.

Esselment, Anna (2012a). ‘Delivering in government and getting results in minorities and coalitions'. In Jennifer Lees-Marshment (ed.) The Routledge Handbook of Political Marketing. London and New York: Routledge, 303–15.

Esselment, Anna (2012b). ‘Market orientation in a minority government: the challenges of product delivery'. In Alex Marland, Thierry Giasson and Jennifer Lees-Marshment (eds) Political Marketing in Canada. Vancouver: UBC, 123–38.

Lees-Marshment, Jennifer (2011) The Political Marketing Game. Houndmills and New York: Palgrave Macmillan Chapter 6 on Managing Delivery

Lees-Marshment, Jennifer (2014) Political Marketing: Principles and Applications 2nd edition. Routledge Chapter 8 Political Delivery Marketing




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