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Marketing Minor Parties

Marketing minor parties

The majority of literature on marketing parties focuses on major parties. However increasingly research is exploring the use of marketing by smaller parties, as technological advances make the tools of marketing less expensive and more available to organisations with less resources. In this section we list some examples of studies focused on marketing by minor parties, but please do a search by minor party name on the whole site as material may be listed under other categories.

Academic literature

Bannon, D and Mochrie, R (2005) Political marketing in Scotland's devolved system, in Darren Lilleker and Jennifer Lees-Marshment (Eds.), Political marketing: a comparative perspective. Manchester University Press

Harada, Susan & Helen Morris (2012) ‘Niche Marketing the Greens in Canada and Scotland' Chapter 8 in the Routledge Handbook of Political Marketing edited by Jennifer Lees-Marshment, Routledge.

Hughes, Andrew (2003). Can Branding Theory Be Applied to Marketing Political Parties? A Case Study of the Australian Greens. Paper presented at the Australian and New Zealand Marketing Academy Conference, University of South Australia, 1-3 December 2003.

Jungerstam-Mulders, Susanne. 2009. The Finnish case - strategic positioning of a niche party: the Swedish People's Party. In Political Marketing: Principles and Applications, by J. Lees-Marshment. Oxon and New York: Routledge.

Lederer, A., F. Plasser and Scheucher, C. (2005). The Rise and Fall of Populism in Austria - A Political Marketing Perspective. In D. G. Lilleker & J. Lees-Marshment (Eds.), Political Marketing in Comparative Perspective. Manchester: Manchester University Press.

McGough, Sean. (2005) ‘Political marketing in Irish politics: the case of Sinn Féin' in Lilleker, D. and Lees-Marshment, J. (2005) Political marketing: a comparative perspective, Manchester University Press

McGrane, David (2011), ‘Political Marketing and the NDP‘s Historic Breakthrough,' The Canadian Federal Election of 2011 edited by Jon Pammett and Christopher Dornan, Dundurn Press

Mochrie, Robbie (2003). Niche Marketing as an Entry Strategy: Formation and Growth of the Scottish Socialist Party. Paper presented at the PSA Annual Conference, University of Leicester, 15-17 April 2003.

Opiola, Wojciech, and Arleta Opiola. 2009. Market positions of Polish political parties in 2007. In Political Marketing: Principles and Applications, by J. Lees-Marshment. Oxon and New York: Routledge

Rudd, Chris, and Geoffrey Miller. 2009. Act New Zealand and branding. In Political Marketing: Principles and Applications, by J. Lees-Marshment. Oxon and New York: Routledge.

Rudig, W. (2012) “The Perennial Success of the German Greens” Environmental Politics. 21 (1) pp. 108-130.

Russell, Andrew, and Edward Fieldhouse (2005). Neither Left nor Right? The Liberal Democrats and the Electorate. Manchester: Manchester University Press.

Seeman, Thomas James (2014) Case Study 6.2 ‘Rivers, Kids, and Jobs: Market Orientated Advertising from the Green Party of Aotearoa New Zealand’ in Political Marketing: Principles and Applications 2nd edition Routledge.

Smith, G. and F. Spotswood (2011). "The Brand Equity of the Lib Dems in the 2010 General Election: a national and local perspective." Journal of Political Marketing

Wilcox, John (2014) Case Study 2.3 ‘The Green Party’s SOP/MOP Strategy at the 2011 General Election in New Zealand’ in Political Marketing: Principles and Applications 2nd edition Routledge



Dotcom Plots New Zealand Grab With Dance-Party PoliticsBloomberg (August 2014) – Article discussing Kim Dotcom’s Internet Party campaign in the 2014 election and their alliance with the Mana Party. Highlights their unorthodox campaigning techniques/events – i.e. holding dance raves across the country in an attempt to capture the youth vote.

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