Political Marketing in Canada

Part 1: The Marketplace

1 Introducing Political Marketing / Thierry Giasson, Jennifer Lees-Marshment, and Alex Marland

2 The Canadian Political Market and the Rules of the Game / Yannick Dufresne and Alex Marland

3 The Diversity of the Canadian Political Marketplace / Elisabeth Gidengil

Part 2: Political Parties and Institutions

4 Amateurs versus Professionals: The 1993 and 2006 Canadian Federal Elections / Alex Marland

5 Under New Management: Market Intelligence and the Conservative Party’s Resurrection / André Turcotte

6 The Impact of Market Research on Political Decisions and Leadership: Practitioners’ Perspectives / Jennifer Lees-Marshment

7 “Buyer” Beware: Pushing the Boundaries of Marketing Communications in Government / Kirsten Kozolanka

8 Market Orientation in a Minority Government: The Challenges of Product Delivery / Anna Esselment

9 Does Public Opinion Research Matter? The Marketing of Health Policy / Lisa Birch

10 Selling a Cause: Political Marketing and Interest Groups / Émilie Foster and Patrick Lemieux

Part 3: The Media and Citizens

11 As (Not) Seen on TV: News Coverage of Political Marketing in Canadian Federal Elections / Thierry Giasson

12 Are We Friends Yet? Online Relationship Marketing by Political Parties / Tamara A. Small

13 Double-Double: Branding, Tim Hortons, and the Public Sphere / Patricia Cormack

14 Marketing and Efficacy: Does Political Marketing Empower Canadians? / Royce Koop

Part 4: Conclusion

15 Challenges for Democracy / Thierry Giasson, Jennifer Lees-Marshment, and Alex Marland

Glossary

References

Index