Political marketing During Office: The unresolved question of voter relationship marketing
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Political marketing During Office: The unresolved question of voter relationship marketing

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an exploration of the continued political marketing activities of the Rudd Government as an extension of the Dann and Hughes (2008) Lessons from Kevin07™ paper, and an extension of the Newman (1999) ...

an exploration of the continued political marketing activities of the Rudd Government as an extension of the Dann and Hughes (2008) Lessons from Kevin07™ paper, and an extension of the Newman (1999) and Needham (2005) perpetual campaign theory

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  • Berger, P.D., and Nasr, N.I. 1998 'Customer Lifetime Value: Marketing Models And Applications', Journal Of Interactive Marketing 12 (1)

    O'Malley L, and Tynan, C (2001) Reframing relationship marketing for consumer markets, Interactive Marketing, 2 (3) 240-246

    Dorrington, P and Goodwin, J (2002) the role of lifetime value in customer relationship management, Interactive Marketing, 4 (1) 7-18

    Cottle, D and Bolger, D (2008) John Howard and the Race Question, Australian Political Studies Association Conference, 6 – 9 July 2008 Hilton Hotel, Brisbane, Australia
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  • Grönroos, C. 1994 'From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing', Management Decision, 32 (2) 4-20
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  • Needham, C., 2005. Brand leaders: Clinton, Blair and the limitations of the permanent campaign, Political Studies 53 (2), 343–361.

    Newman B, 1999 “Handbook of Political Marketing” Thousand Oaks, CA. Sage.

    Howard (2004) in Van Onselen, Peter and Errington, Wayne (2007) 'The Democratic State as a Marketing Tool: The Permanent Campaign in Australia', Commonwealth & Comparative Politics, 45:1, 78 — 94
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Political marketing During Office: The unresolved question of voter relationship marketing Political marketing During Office: The unresolved question of voter relationship marketing Presentation Transcript

  • Political marketing During Office The unresolved question of voter relationship marketing Dr Stephen Dann School of Management, Marketing and International Business, ANU
  • Marketing and Politics
    • Marketing
      • system of exchange between customer, marketer, organizations and society
      • creates a dynamic series of transactions
        • money, ideas, loyalty and benefit
    • Core philosophy
      • provide for the individual’s needs within the capacity restraints of the organization and society
  • Our (marketing) assumptions
    • Permanent campaigning is a reality
      • Needham (2005), Newman (1999), Howard (2004)
    • Separation of political party campaigns and governing party campaigns
      • Insufficient divide currently
    • Voters are trading a vote/support for “something of value”
      • emotive, irrational, intelligent and calculating
      • imprecise purchases of uncertain future outcomes
  • Relationship Marketing (Nordic School)
    • Marketing [which] is to establish, maintain, and enhance relationships with customers and other partners, at a profit, so that the objectives of the parties involved are met. This is achieved by a mutual exchange and fulfillment of promises [p. 138]
      • Grönroos (1990)
  • Relationship Marketing Practice
    • Customer lifetime value
      • difference between the costs of attracting, keeping and servicing the customer against the revenue generated by those activities (Berger and Nasr, 1998).
      • explicit statement and calculation of the different value of each customer to the organization
    • deliberate exclusion of low value customers
      • (O'Malley and Tynan, 2001; Dorrington and Goodwin 2002).
    • Political applications of exclusion of low return voters could be found in the dogwhistles and wedge politics (Cottle and Bolger, 2008)
  • Is the Rudd Government using relationship marketing?
  • Analysis 1 non-campaign promise policy initiatives Yes Ability to cross-sell products once the relationship is established Credibility of interpersonal messages ahead of party political statements Yes Word of mouth is important Declining party loyalty swinging voter populations Yes Brand switching is common, but can be prevented or minimized Multi-party political system Yes There are alternatives in the market. Voters elect the government through selective support of political parties Yes customer controls the selection of the service supplier Election cycles Yes ongoing or periodic desire for the product or service How Present RM Condition
  • Is the Rudd Government using relationship marketing?
    • Example of trust, reciprocity and commitment in a single political statement:
      • … honours the RuddGovernment's commitments, and allows us to look Australians in the eye and say we delivered the policies they voted for last November. We are doing what we said we would do.
  • Analysis 2: Tag Cloud
  • Recoded Cloud
  • Leximancer
    • content analysis emulator
    • machine learning protocol for textual analysis
    • visualization of common themes and related concept groups from textual data
      • Smith, 2000
    • unsupervised ontology discovery
  •  
  •  
  • Supervised Ontology Commitment and the Budget Speech
  • Commitment
  • Is there a problem?
  • Key Takeouts
    • Hallmark indicators of relationship marketing are present in the Rudd Government actions
      • Budget speech analysis
    • Relationship marketing principles are not far removed from good government
      • Trust, reciprocity and commitment
    • Relationship Practice is exclusionary by design
      • Voter Lifetime Value is not an appropriate way to conduct government policy
  • Questions?
  •  
  •