Table of Contents:
“…Political choices and valence politics -- Flawless campaign, fragile victory : the 2006 Canadian federal election -- Too close to call : the 2004 Canadian federal election -- Red voters, blue voters : the 2004 American presidential election -- Doing politics his way : the 2000 American presidential election -- Big blue wave : the 2006 American congressional election -- Mulroney, Reagan, and three big elections -- At the polls? …”
Table of Contents:
“…Introducing political marketing / Thierry Giasson, Jennifer Lees-Marshment, and Alex Marland -- The Canadian political market and the rules of the game / Yannick Dufresne and Alex Marland -- The diveristy of the Canadian political marketplace / Elisabeth Gidengil -- Amateurs versus professionals : the 1993 and 2006 Canadian federal elections / Alex Marland -- Under new management : market intelligence and the conservative party's resurrection / André Turcotte -- The impact of market research on political decisions and leadership : practitioners' perspectives / Jennifer Lees-Marshment -- "Buyer" beware : pushing the boundaries of marketing communications in government / Kirsten Kozolanka -- Market orientation in a minority government : the challenges of product delivery / Anna Esselment -- Does public opinion research matter? …”