Overview
- The first book to examine a Canadian election exclusively through a political marketing framework
- Looks at political communication in a social media world and its consequences for political marketing
- Analyses the growing importance of dynamics of generational succession among the Canadian political leadership
Part of the book series: Palgrave Studies in Political Marketing and Management (Palgrave Studies in Political Marketing and Management)
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Table of contents (10 chapters)
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Front Matter
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Back Matter
Keywords
About this book
This book explores the 2019 Canadian Federal Election through a political marketing framework. Justin Trudeau’s leadership appeal, coupled with the differentiation of Canadian politics from American politics over recent elections, has contributed to a spike in interest for politics in the Canadian context. This collection provides in-depth quantitative and qualitative research of different aspects of this election, including the attempted re-branding of the Conservative Party under Andrew Scheer, the marketing of the NDP with the selection of the first visible minority party leader in Canadian history, the political marketing of the Bloc Québécois, Green Party, and People’s Party and, foremost perhaps, the brand maintenance of Trudeau and the Liberal Party of Canada. The book also looks at campaign marketing, and considers how the parties in this election utilized market intelligence, consumer data and vote targeting, and wedge issues during the campaign.
Reviews
“The study of elections has moved beyond rehashing events and studying voter behaviour. To truly understand campaigns, we need to unpack the strategic thinking behind market positioning, messaging, policy choices, branding and wedge politics. This book is a welcome addition to the political marketing literature.” (Alex Marland, Professor of Political Science, Memorial University of Newfoundland, Canada)
“The 2019 Canadian Federal Election contained fascinating issues in a close-run election to determine the future of the country. The team assembled by Gillies, Raynauld, and Turcotte have provided an indispensable guide to these issues in respect of political marketing. Anyone wanting to know how Canada got itself a minority government would do well to read this book. Readers will learn about how the liberals rebranded, now having to run on a record in government, the Conservatives failed to recapture the glory days of the Harper years, the NDP struggled with financial limitations to merely gain a reprieve, Quebec went its own way, while populists in the rest of Canada failed to make much of an impact. Readers will also gain a better understanding of wedge issues in Canada, the application of market intelligence, and much more. You will find this book invaluable.” (Neil Bendle, Associate Professor of Marketing, University of Georgia, USA)
Editors and Affiliations
About the editors
Jamie Gillies is Associate Professor of Communications and Public Policy and Executive Director of the Frank McKenna Centre for Communications and Public Policy at St. Thomas University in Fredericton, Canada.
Vincent Raynauld is Associate Professor in the Department of Communication Studies at Emerson College in Boston, USA, Research Associate in the Groupe de recherche en communication politique (GRCP) at Université Laval in Québec, Canada, and Affiliate Professor in the Département de Lettres et Communication Sociale at the Université du Québec à Trois-Rivières, Canada.
André Turcotte is Associate Professor in the School of Journalism and Communication and in the Riddell Program in Political Management at Carleton University in Ottawa, Canada.
Bibliographic Information
Book Title: Political Marketing in the 2019 Canadian Federal Election
Editors: Jamie Gillies, Vincent Raynauld, André Turcotte
Series Title: Palgrave Studies in Political Marketing and Management
DOI: https://doi.org/10.1007/978-3-030-50281-2
Publisher: Palgrave Pivot Cham
eBook Packages: Political Science and International Studies, Political Science and International Studies (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2021
Hardcover ISBN: 978-3-030-50280-5Published: 17 September 2020
eBook ISBN: 978-3-030-50281-2Published: 16 September 2020
Series ISSN: 2946-2614
Series E-ISSN: 2946-2622
Edition Number: 1
Number of Pages: XI, 150
Number of Illustrations: 5 b/w illustrations
Topics: Electoral Politics, Marketing, Political Leadership, Political Communication