Political Marketing in Canada

Political Marketing in Canada

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Political parties worldwide are using marketing tools such as targeting and segmentation to win elections. Are these strategies making politicians and governments more responsive to voters' needs, or do they pose a threat to democracy? Through case studies that range from the resurrection of the Conservative Party to Tim Hortons as a political brand, this volume shows that the consequences of political marketing in Canada have been profound. Citizens are now viewed as consumers, and platforms and promises have been repackaged as products. Whether this trend is positive or negative depends on how politicians and governments carry out political marketing ii½ and its promises ii½ in practice.... and Roman Catholics while cultivating support among ethnic and Visible minority groups (Flanagan 2007a, 20 10a; Wells 2006) ... as Dougie, Eunice, and Zoe a€” to fictional voters whose socio- and geo-demographic profiles indicated their propensity for voting Conservative. ... had reduced income tax rates, the Conservatives pledged to reduce the maligned point-of-sale goods and services tax (GST).

Title:Political Marketing in Canada
Author: Alex Marland, Thierry Giasson, Jennifer Lees-Marshment
Publisher:UBC Press - 2012-02-15

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