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Academic Literature

Baines, Paul and Robert- M. Worcester (2005). When the British 'Tommy' Went to War, Public Opinion Followed. Journal of Public Affairs, vol. 5(1): 4-19.

Barberio, Richard P. (2006). Branding: presidential politics and crafted political communications.. Prepared for delivery at the 2006 Annual Meeting of the American Political Science Association, 30 August–3 September.

Birch, Lisa and Francois Petry (2012). ‘The use of public opinion research by government: insights from American and Canadian research’. In Jennifer Lees-Marshment (ed.) Routledge Handbook of Political Marketing. New York: Routledge, 342–453.

French, Alan and Gareth Smith (2010). ‘Measuring political brand equity: a consumer oriented approach’. European Journal of Marketing,44(3/4): 460–77.

Goot, Murray (1999). Public Opinion, Privatization and the Electoral Politics of Telstra [Australia]. Australian Journal of Politics and History, vol. 45(2): 214-38.

Hulsse, Rainer (2009). ‘The catwalk power: Germany's new foreign image policy’. Journal of International Relations and Development,12(3): 293–316.

Kaufmann, Chaim (2004) Threat Inflation and the Failure of the Marketplace of Ideas: The Selling of the Iraq War. International Security, vol. 29(1): 5-48.

Kotzaivazoglou, Iordanis, and Yorgos Zotos. 2009. Delivering in Greece: a threat or an opportunity for democracy? In Political Marketing: Principles and Applications, by J. Lees-Marshment. Oxon and New York: Routledge.

Lederer, Andreas, Fritz Plasser and Christian Scheucher (2005). The Rise and Fall of Populism in Austria - A Political Marketing Perspective. In D. Lilleker and J. Lees-Marshment (Eds.), Political marketing: a comparative perspective. Manchester University Press.

Marsh, David and Paul Fawcett (2011). Branding, politics and democracy, Policy Studies, 32:5, 515-530

Marsh, David and Paul Fawcett (2012). ‘Branding public policy’. In Jennifer Lees-Marshment (ed.) Routledge Handbook of Political Marketing. New York: Routledge,329–41.

Needham, Catherine (2005). ‘Brand leaders: Clinton, Blair and the limitations of the permanent campaign’. Political Studies, 53(2): 343–61.

Newman, Bruce I. (1999). The Mass Marketing of Politics. Thousand Oaks, CA: Sage.

Nimijean, Richard (2006). ‘The politics of branding Canada: the international-domestic nexus and the rethinking of Canada’s place in the world’. Revista Mexicana de Estudios Canadienses, 11: 67–85.

O'Cass, Aron and Ranjit Voola (2010). ‘Explications of political market orientation and political brand orientation using the resource-based view of the political party’. Journal of Marketing Management, 27(5/6): 627–45.

Paleologos, David A. (1997). A pollster on polling. American Behavioral Scientist, 40(8): 1183–9.

Paré, Daniel J. and Flavia Berger (2008). ‘Political marketing Canadian style? The Conservative Party and the 2006 federal election’. Canadian Journal of Communication, 33(1): 39–63.

Murray, Shoon-Kathleen (2006). Private Polls and Presidential Policymaking: Reagan as a Facilitator of Change. Public Opinion Quarterly, vol. 70(4): 477-98.

Ozanne, J. L., C. Corus, et al. (2009). "The Philosophy and Methods of Deliberative Democracy: Implications for Public Policy and Marketing." Journal of Public Policy and Marketing 28(1): 29-40.

Scammell, Margaret (2008). ‘Brand Blair: marketing politics in the consumer age’. In D. Lilleker and R. Scullion (eds), Voters or Consumers: Imagining the Contemporary Electorate. Newcastle: Cambridge Scholars Publishing, 97–113.

Weissberg, Robert (2002). Polling, policy and public opinion: the case against heeding the voice of the people. Palgrave Macmillan.


New Democracies and democratic implications

Our brand is crisis, documentary about US consultants such as James Carville and Stan Greenberg advising Bolivian political leader. Demonstrates global knowledge sharing but also the democratic consequences. DVD details: Boynton, Rachel (2005). Our brand is crisis. Boynton Films; or (2006) Kock Lorber Films. DVD, ISBN 1-4172-0108-8. Trailor gives a good idea of the DVD and is at:

Marketing war

George W Bush presidency selling war

Scott McClellan on "Selling the War to the American People":

Big data and improving policy/public sector

Investment in data can produce a big return for government -The Guardian – public leaders network – Big data panel discussion on using big data in public sector - 15:45. Jonathan Raper, chief executive of, says the release of government data can improve accountability; Joel Gurin, senior adviser at the GovLab at New York University, highlights the private companies using public data; Tom Smith, managing director of OCSI, explores the high return-on-investment potential in opening up data; and Dell's Paul Brook talks about the democratisation of data.

Justin Trudeau

What Justin Trudeau gains in brand, he may lack in policyThe Globe and Mail (December 2013) – Video interview with a political correspondent pointing out the effectiveness of Trudeau’s branding, whilst also highlighting how he is ‘light’ on policy.


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