VOLUME ONE: POLITICAL MARKETING: CONCEPTS AND THEORIES Political Marketing: Structure and process - P. Butler and N. Collins Political Marketing: Lessons from the mainstream - J. Egan Overview of Political Candidate Marketing - P. Kotler Political Marketing-Vive La Difference! - A. Lock and P. Harris Political Marketing and the Marketing Concept - A. O′Cass America′s Political Market - N.J. O′Shaughnessy Political Marketing: Lessons for political science - M. Scammell The Marketing of Political Candidates - A. Shama Reconciling Marketing with Political Science: Theories of political marketing - D. Wring A Model of Primary Voting Behavior - B.I. Newman and J.N. Sheth The Product, Sales and Market-Oriented Party - J. Lees-Marshment A Critique of the Lees-Marshment Market-Oriented Party Model - R.P. Ormrod Marketing the Political Product - D.M. Reid ACORN in the Political Marketplace - D.A. Yorke and S.A. Meehan Effects of Political Advertising - C. Atkin and G. Heald Political Advertising: A neglected policy issue in marketing - Michael L. Rothschild Strategies For Success From the Political Marketers - P.B. Niffenegger Money, Mail and Markets: Reflections on direct mail in American politics - N. O′Shaughnessy and G. Peele Political Marketing and Party Development in Britain: A "secret" history - D. Wring Marketing and Political Campaigning: Mutually exclusive or exclusively mutual? - P.R. Baines and J. Egan Exploring the Positioning Process in Political Campaigning - P.R. Baines, B.R. Lewis and B. Ingham Political ′Market′ Classification for Strategic Marketing Implications - P. Baines, R. Brennan and J. Egan VOLUME TWO: THE POLITICAL MARKETING MIX: STRATEGY AND IMPLEMENTATION The Application of Marketing to British Politics - G. Smith and J. Saunders The Gender Gap in Voter Attitudes and Behavior: Some advertising implications - B. Newman and B.I. Sheth The Political Marketing Planning Process: Improving image and message in strategic target areas - P. Baines, B.R. Lewis and P. Harris Product Attribute-Based Voter Segmentation and Resource-Advantage Theory - P. Baines, R. Worcester, D. Jarrett and R. Mortimore Market Segmentation and Product Differentiation in Political Campaigns: A technical feature perspective - P.R. Baines, R.M. Worcester, D. Jarrett and R. Mortimore Building a Political Brand: Ideology or voter-driven strategy - P. Reeves, L. de Chernatony and M. Carrigan Strategic Political Segmentation: A new approach for a new era of political marketing - I.G. Smith and A. Hirst Positioning Political Parties: The 2005 UK general election - I.G. Smith New Labour: A study of the creation, development and demise of a political brand - J. White and L. de Chernatony Spin Doctoring in British and German Election Campaigns: How the press is being confronted with a new quality of political PR - F. Esser, C. Reinemann and D. Fan Negative versus Positive Television Advertising in U.S. Presidential Campaigns, 1960-1988 - L.L. Kaid and A. Johnston Negative Political Advertising: Some empirical findings - S. Merritt Political Advertising Believability and Information Source Value during Elections - A. O′Cass Researching Political Markets: Market-oriented or populistic? - P.R. Baines and R.M. Worcester Negativity in the Evaluation of Political Candidates - J.G. Klein and R. Ahluwalia Speaking Truth to Power? Pollsters as Campaign Advisors - D. Kavanagh The Dynamics of Voter Behavior and Influence Processes in Electoral Markets: A consumer behavior perspective - A. O′Cass and A. Pecotich The Permanent Campaign: The integration of market research techniques in developing strategies in more uncertain political climate - N. Sparrow and J. Turner Promoting Distrust? A Chronicle of the 2005 British General Election Advertising Campaigns - J. Dermody and S. Hanmer-Lloyd The Value of Party Election Broadcasts for Electoral Engagement - R. Scullion and Dermody Long-Term Performance of Political Parties: Towards a competitive resource-based perspective - R. Lynch, P.R. Baines and J. Egan Research Note: The EU constitution and the British public: what the polls tell us about the campaign that never was - P. Baines and M. Gill VOLUME THREE: ETHICS, PRACTICES AND ADVANCES IN POLITICAL MARKETING The Political Brand: A consumer perspective - I.G. Smith and A. French Friends and Relations: Long-term approaches to political campaigning - D. Dean and R. Croft Political Advertising: Why is it so boring? - M. Scammell and A. Langer Political Advertising and Information Seeking: Comparing exposure via traditional and internet channels - L.L. Kaid The Professionalisation of Political Communication - R. Negrine and D. Lilleker Constructivist Mind: False memory, freedom, and democracy - W. Cwalina and A. Falkowski Marketing the Political Message: American influences on British practices - P. Baines The Ethics of Political Marketing Practices: The rhetorical perspective - S. Banker The Strategy to Market Fine Gael in 1981 - D.M. Farrell An Investigation into the Relationship between Political Activity Levels and Political Market Orientation - S. Henneberg and R. Ormrod Machiavellian Marketing: The development of corporate lobbying in the UK - P. Harris and A. Lock Political Relationship Marketing - S. Henneberg and N. O′Shaughnessy Interpreting Discourse: A critical discourse analysis of the marketing of an extreme right party - M. Moufahim, M. Humphreys, D. Mitussis and J. Fitchett The Selling of Terror: The symbolisations and positioning of Jihad - N.J. O′Shaughnessy and P. Baines The Dark Side of Political Marketing: Islamist propaganda, reversal theory and British Muslims - P. Baines, N.J. O′Shaughnessy, K. Moloney, B. Richards, S. Butler and M. Gill Towards an Ethical Framework for Political Marketing - N. O′Shaughnessy The Wisdom of the War Room: US campaigning and Americanisation - M. Scammell Does the European Union (EU) Need a Propaganda Watchdog like the US Institute of Propaganda Analysis to Strengthen its Democratic Civil Society and Free Markets? - J. Fawkes and K. Moloney The ′Americanisation′ Myth in European Political Markets: A focus on the United Kingdom - P.R. Baines, C. Scheucher and F. Plasser Template Revolutions: Marketing US regime change in Eastern Europe - G. Sussman and S. Krader Measuring the Effect of Political Advertising and the Case of the 1995 Irish Divorce Referendum - P.L. Harris, A. Lock and N. O′Shaughnessy When the British Tommy Went to War, Public Opinion Followed - P. Baines and R. Worcester The Labour Campaign - D. Wring Political Marketing: The cause of a democratic deficit in Britain? - D. Lilleker